In a series of experiments, Bar-Hillel and Budescu (1995) failed to find a desirability bias in probability estimation. The World Cup soccer tournament (of 2002 and 2006) provided an opportunity to revisit the phenomenon, in a context where wishful thinking and desirability bias are notoriously...

This research illustrates the power of reputation, such as that embodied in brand names, demonstrating that names can enhance objective product efficacy. Study participants facing a glaring light were asked to read printed words as accurately and as quickly as they could, receiving compensation...

Purpose: This paper aims to offer social marketers an innovative method to promote healthy foods. This method demonstrates the effectiveness of indirect communication in attracting consumers to healthy foods. Further, it aims to offer a way to promote food as healthier with no detrimental...

When consumers carry multiple debts, how do they decide which debt to repay first? Normatively, consumers should repay the debt with the highest interest rate most quickly. However, because people tend to break complicated tasks into more manageable parts, and because losses are most distressing...