Understanding the role of emotion in forming preferences is critical in helping firms choose effective marketing strategies and consumers make appropriate consumption decisions. In five experiments, participants made a set of binary product choices under conditions designed to induce different...

This paper aims to highlight how clauses, which are traditionally considered to be inefficient, may actually be desired by consumers. This anomaly originates from the fact that each individual builds a mental budget by dividing the money available among the needs they intend to satisfy....