We study how a person’s evaluation of choice options influences her estimates of other people’s evaluations when their choices are known. People rely on the relation between their own evaluations and their final decision to make sense of others, projecting their evaluations of the...

Purchasing products that consumers have not used before (e.g., baby stroller for first time parents or a new product like an iPad) can be a challenge for consumers. In this article, the authors examine how mentally simulating two specific aspects of a product - the product usage process vs. the...

In this research we examine the role of process vs. outcome-focused mental simulation in new product evaluation. We first show that consumers naturally focus on product benefits when they evaluate incrementally new products (INPs), but have a more balanced focus on both the benefits and process...