Research demonstrates that people utilize both reasoning and feeling in decision making and that both strategies can be advantageous. However, little is known about how people perceive their decision making relative to others. Despite research findings and popular appeals supporting the use of...

In 3 experiments, we show that price-matching guarantees affect the process through which consumers translate price information into subjective judgments. In Experiment 1, we find that price-matching guarantees appear to change the standard used in price evaluation by raising consumers'...