When a firm introduces a product with new features, some consumers may find it difficult to assess their valuations for these new attributes. Their purchase decisions made under such uncertainty may lead to post-purchase regret. It has been experimentally shown that consumers anticipate their...

Conventional wisdom, derived from standard economic theory, is that affirm should differentiate itself from its rivals to mitigate intense price competition. Yet there are many examples of firms positioning themselves to mimic their rivals. In this paper we examine the role of context-dependent...

Laboratory and field experiments show that when choosing among a set of objects, consumers could be subjected to context-dependent preferences and evaluate options by considering both the absolute utilities and their relative standing in the choice set. Using this premise we construct a...

Retargeting is a popular digital advertising strategy that involves sending targeted messages to consumers who have either expressed an interest in a category or in a specific firm’s products. There are two major forms of retargeting: site-retargeting and search-retargeting. Site-retargeting...