The vast majority of consumer behavior research has examined how consumers respond to products that are offered on a "take it or leave it" basis by the manufacturer. Self-design changes the rules substantially, allowing consumers to have much more control over the product's characteristics. This...

Across a variety of domains, consumers often choose to act as the designer of their own solution, sourcing the necessary components and assembling the parts to meet their specific goals. While thinking creatively is an integral part in the daily life of every consumer, surprisingly little...

Decades of research provide strong evidence that consumers process information in two distinct and qualitatively different ways, rational and experiential. However, little research has addressed situational influences on thinking style, and there have been no attempts to simultaneously measure...

An eye-tracking experiment with four processing goals and a free-viewing condition reveals goal control of attention even during a few seconds of self-paced ad exposure. An ad-memorization goal enhanced attention to the body text, pictorial, and brand design objects. A brand-learning goal...

We propose a methodology to study the effects of physical ad properties on consumers' visual attention to advertising that accounts for heterogeneity in these effects across consumers. In an illustrative experiment, we monitor consumers' eye movements during naturalistic exposure to a consumer...