We propose that ambiguity aversion, as introduced in the literature on decision making under uncertainty, drives a preference for established brands in multiattribute choices among branded alternatives. Established brands are those for which belief in quality is held with greater confidence,...

The effect of a persuasive communication on individuals’ attitudes can be influenced by the cognitive behavior they have performed in an earlier, unrelated situation. Inducing participants to make supportive elaborations about a series of propositions activated a bolstering mind-set that...

When consumers consider their preference for one of a set of products without having decided whether or not they want to buy something, they develop a "which-to-buy" mind-set that increases their likelihood of making a purchase both in the situation at hand and in subsequent unrelated...