We show that the magnitude and direction of the attraction effect is sensitive to the valence of the options considered. We suggest that representation and evaluation of attributes are predictably different in negative domains, where the same attribute that was perceived as a promotion attribute...

Many important decisions that consumers face involve choosing between options that are unattractive or undesirable—the proverbial “lesser of two evils.” Consumers, who face budget or geographical constraints, for example, end up with mostly undesirable consideration sets; yet a choice is...

Purchasing products that consumers have not used before (e.g., baby stroller for first time parents or a new product like an iPad) can be a challenge for consumers. In this article, the authors examine how mentally simulating two specific aspects of a product - the product usage process vs. the...

Prior research on intertemporal choice has demonstrated that people’s preferences can be impacted by the temporal distance. Specifically, Trope and Liberman (2003) shows that when we make a choice for the future, we tend to think much more about how desirable a certain option is. However, when...