Extrinsic incentives play a key role in motivating behavior. However, conflicting findings have been observed with respect to the effectiveness of various extrinsic incentives (e.g., a cash reward vs. a donation to charity) in motivation. We propose a novel framework that accounts for these...

Many consumer choices involve choosing multiple options from an assortment of products that serve the same goal (e.g., choosing among products in the oral care aisle). We propose that the number of products purchased in these scenarios depends upon consumers' mental representation and on the...