Three experiments examined the effects of situational factors on the ability to learn simple rules for classifying products and estimating prices. In each experiment, multiattribute information about stereo speakers was presented to subjects in a training phase. However, only one attribute was...

Consumer knowledge is seldom complete or errorless. Therefore, the self-assessed validity of knowledge and consequent knowledge calibration (i.e., the correspondence between self-assessed and actual validity) is an important issue for the study of consumer decision making. In this article we...

Unity and prototypicality are important visual aspects of product design. These design principles were operationalized by modifying line drawings of existing products. The results of four experiments provide evidence that these two factors positively affect aesthetic response. These effects were...