How do people judge the monetary value of objects? One clue is provided by the typical endowment study (D. Kahneman, J. L. Knetsch, amp; R. H. Thaler, 1991), in which participants are randomly given either a good, such as a coffee mug, that they may later sell (quot;sellersquot;) or a choice...

Substitution decisions have been examined from a variety of perspectives. The economics literature measures cross-price elasticity, operations research models optimal assortments, the psychology literature studies goals in conflict, and marketing research has examined substitution-in-use, brand...

Delaying the presentation of some favorable information about an alternative (e.g., a product, service, brand, store, or cause) until after consumers have completed their pre-choice screening can increase that alternative’s choice share. While such a delay reduces the alternative’s chance of...

Evidence from four studies shows that signing one’s name influences consumption-related behavior in a predictable manner. Signing acts as a general self-identity prime that facilitates the activation of the particular aspect of a consumer’s self-identity that is afforded by the situation,...