Due to uncertainties regarding quality in terms of both product and seller, information asymmetry is a significant problem for consumers in the online marketplace. Online sellers are keen to improve their sales by highlighting quality signals such as price, reputation, and e-WOM. In traditional...

Consumers need not evaluate all available product information before making a purchase. This may arise because shopping environments prevent a full evaluation (e.g. online). We develop a model of simultaneous search in which consumers have limited ability in product evaluation in order to study...

There are numerous evidence showing that consumers usually experience emotional dissonance (e.g. purchase regret) and anticipate it in consideration set formation process. Our paper investigates how anticipated regret affects consumers' consideration set formation and the relevant implications...