Many important decisions that consumers face involve choosing between options that are unattractive or undesirable - the proverbial "lesser of two evils." Consumers, who face budget or geographical constraints, for example, end up with mostly undesirable consideration sets; yet a choice is...

In this article, the authors partition the construct of experience into intensiveness (i.e., amount) and extensiveness (i.e., breadth) and examine the impact of the two specific types of experience on preference learning. In the first three studies, the authors’ theory that experience can be...