Extant research on hedonic goods has largely assumed that consumers justify consumption before consuming. However, in everyday life, consumers often justify hedonic consumption after consuming. For instance, a dieter may exercise in the few days after eating a luxurious chocolate cake. In three...

This article investigates two research questions concerning web shopping tools. The first asks how online decision aids can support a consumer’s non-cognitive decision processes. The second asks how these tools support non-cognitive online shopping for products of different categories. To...