This article explores the phenomenon of "hyperopia," or an aversion to indulgence, as introduced by Kivetz and Keinan (<xref ref-type="bibr" rid="rf16">2006</xref>) and Kivetz and Simonson (<xref ref-type="bibr" rid="rf17">2002</xref>). We first develop a measure to capture hyperopia as an individual difference. Three empirical studies use this measure to demonstrate that...

We show that formats used by retailers to organize assortments into subcategories can enhance or encumber consumers' learning and satisfaction. For more knowledgeable consumers, unexpected subcategory formats provide a newness cue, thereby increasing effort, learning, and satisfaction. That is,...

This research explores goal-related categorization processes as part of a three-phase model encompassing both antecedents (goal selection) and consequences (purchase likelihood). In each phase, we identify conditions under which self-control goals (indulgence or restriction goals) and trait...

Prior research has demonstrated that actions are regretted more than inactions in the short term. We show that, in limited purchase opportunities-situations where the purchase decision cannot be reversed-not purchasing (inaction) is seen as a loss and is associated with greater short-term regret...

This article explores the effects of two distinct retail choice architectures—those that organize assortments by attributes and those that organize items by benefits. Relative to attribute-based organizations, benefit-based organizations lead to more abstract construal and heighten similarity...

Recent consumer research suggests that lowering search costs for quality information reduces consumer price sensitivity by creating greater perceived differentiation among brands (e.g., Kaul and Wittink 1995; Lynch and Ariely 2000). We argue that lowering quality search costs by smart agents can...

Consumers often search for and choose from ordered sets, commonly from options listed from best to worst. Normatively, such declining orderings maximize expected value from search and should lead to more positive evaluations of the experience compared to searching improving orderings. We...