The widespread availability of online word of mouth (WOM) enables modern consumers to assess not only the opinions of others about products and services, but also the extent to which those opinions are consistent or dispersive. Despite longstanding calls for greater understanding of mixed...

Objectives have long been considered a basis for sound decision making. This research examines the ability of decision makers to generate self-relevant objectives for consequential decisions. In three empirical studies, participants consistently omitted nearly half of the objectives that they...

This paper introduces a technique for improving preference assessment by reducing the influence of context on preferential choices. We propose that a decision maker who is exposed to relevant attribute levels will form spontaneous valuations, which will then insulate the decision maker from the...