We show that formats used by retailers to organize assortments into subcategories can enhance or encumber consumers’ learning and satisfaction. For more knowledgeable consumers, unexpected subcategory formats provide a newness cue, thereby increasing effort, learning and satisfaction with the...

The goal of this research is to improve preference measurement for really new products. An initial assumption validated in the first study is that consumers have greater uncertainty when estimating the usefulness of really new products than they have with incremental new products. Consumers cope...

The article reports on experimental studies indicating that the research method known as conjoint analysis could be a valuable market research tool to help companies predict which of several alternative affinity marketing or social-cause marketing affiliations would provide the best return on...

Many important decisions that consumers face involve choosing between options that are unattractive or undesirable - the proverbial "lesser of two evils." Consumers, who face budget or geographical constraints, for example, end up with mostly undesirable consideration sets; yet a choice is...