Consumers have substantial debts. Examples concern mortgages but also debts for products such as clothing and books. Facing difficulties when dealing with interest rates and percentages computations is one of the reasons for those debts. Campaigns like “Borrowing money costs money” should...

Consumers often have to make decisions involving computations with interest rates. It is well known from the literature that computations with percentages and thus with interest rates amount to a difficult task. We survey a large group of consumers, and we find that questions on interest rates...

We propose a new method to model consumers' consideration and choice processes. We develop a parsimonious probit type model for consideration and a multinomial probit model for choice, given consideration. Unlike earlier models of consideration ours is not prone to the curse of dimensionality,...