This study explores consumers' inference strategies in a mixed choice task involving memory,external information, and missing information on attribute values for some brands. Accessibility of relevant information was manipulated, and both instructed and uninstructed or natural inferences were...

This study examines the effects of incidental similarity shared between a salesperson and a potential customer. We show that an incidental similarity, such as a shared birthday or birthplace, can result in a more favorable attitude and a higher intention to purchase. We argue and find that the...

Do the effects of attitude toward the ad on consumer decisions endure beyond the scenarios that characterize previous research? In examining this question, the authors focus on the persistence of ad-attitude effects as a function of the level of attention at encoding and the delay between ad...

Existing evidence for affect's influence on information processing and choice under high elaboration is mixed. In addition, affective choice is often viewed as erroneous in that it is assumed to lead to regret. We show that affect has a reliable impact on choice under high elaboration, which...