This article examines consumer choice as a function of the perceptual similarity of the options in the decision set. In particular, we examine a scenario in which a set of options is extended by adding alternatives that change its perceptual characteristics, increasing the salience of one of the...

In many domains, consumers must deal with an increasing number of choices—spanning where, when, what, and how many items to buy; how many and which options to consider; and how best to weigh the pros and cons of these options. This paper considers how consumer and managerial goals and the...

The human psyche is equipped with the capacity to solve problems using different mental states or mindsets. Different mindsets can lead to different judgment and decision making styles, each associated with its own perspective and biases. To change perspective, people can, and often do, switch...

A considerable body of research has extolled the virtues of establishing rapport in negotiations. Negotiators who are high in rapport tend to be more likely to reach an agreement and more satisfied with the outcome. Although rapport generally has been found to have positive effects in standard...

Consumers value word-of-mouth communications in large part because customer reviews are more likely to include negative information about a product or service than are communications originating from the marketer. Despite the fact that negative information is frequently valued by those receiving...