Charity marketers face the challenge of understanding how pro-social decisions are made. Are all solicitations made equal? The authors found that a helping opportunity and a giving opportunity reveal different pro-social preferences. In a series of four studies, involving hypothetical and real...

This research investigates an understudied decision heuristic, the majority rule. By using the rule, decision makers choose the option superior on most of the available cues. Cues are broadly defined, including advisors and attributes. We propose that decision makers are more likely to use the...

Time preferences for financial and air quality gains and losses at delays of up to 50 years were elicited using three different methods: matching, fixed-sequence choice titration, and a dynamic "multiple staircase" choice method. Results indicate that the choice-based methods are prone to...