According to standard (rational) models of (financial) decision-making, consumers should generally have a single strong, normative focal goal when making financial decisions like selecting which stocks to invest in: to maximize risk-adjusted financial returns. Nevertheless, consumers' financial...

We find that exposure to different types of categories or assortments in a first task creates a mindset that changes how consumers process information. These mindsets in turn, have a spillover effect that alters consumers' decision making in a variety of subsequent and unrelated tasks, from...

In one laboratory study and one field study conducted with a large, representative sample of respondents, we show that seemingly innocuous questions that precede a conjoint task, such as demographic and usage-related screening questions can alter the price sensitivities recovered fromthe main...

The ability to detect a change, to accurately assess the magnitude of the change, and to react to that change in a commensurate fashion are of critical importance in many decision domains. Thus, it is important to understand the factors that systematically affect people’s reactions to change....

The ability to detect a change, to accurately assess the magnitude of the change, and to react to that change in a commensurate fashion, is of critical importance in many decision domains. Thus, it is important to understand the factors that systematically affect people’s reactions to change....

Several studies show that information used to screen alternatives becomes less important relative to information acquired latter in the search process simply because it was used to screen. Experiment 1 shows that the tendency to deemphasize prescreening information leads to systematically...

Compared to other markets, those with standards battles exhibit certain fundamental characteristics that make the consumer decision to adopt a new product more risky and complex. This paper examines how standards competition affects consumer behavior, an issue that has been relatively neglected...