We propose that the variety a brand offers can influence brand quality perceptions, and consequently, affect brand choice, even when the available option set is held constant. Specifically, brands that offer greater variety of compatible (i.e., focused and internally consistent) options are...

The findings and value of market research depend critically on consumers' understanding of the research objectives and their roles. The present research presents a three-phase investigation of the impact of research participants' theories about their roles: (a) identifying the theories, (b)...

A main objective of Behavioral Decision Theory (BDT) research – demonstrating that economic theory often fails as a description of decision making as well as gaining insights into systematic influences on judgment and choice – has been largely accomplished. This research program, published...