Three experiments examined the effects of situational factors on the ability to learn simple rules for classifying products and estimating prices. In each experiment, multiattribute information about stereo speakers was presented to subjects in a training phase. However, only one attribute was...

Consumer knowledge is seldom complete or errorless. Therefore, the self-assessed validity of knowledge and consequent knowledge calibration (i.e., the correspondence between self-assessed and actual validity) is an important issue for the study of consumer decision making. In this article we...

Unity and prototypicality are important visual aspects of product design. These design principles were operationalized by modifying line drawings of existing products. The results of four experiments provide evidence that these two factors positively affect aesthetic response. These effects were...

Unobserved heterogeneity in random utility choice models can be dealt with by specifying either a multinomial or a normal distribution of the coefficients, leading to finite mixture logit and mixed logit models. Focusing on the former, we show that individual-level estimates and predictions of...

This article develops a model for the measurement of human values that, rather than obtain aggregate measurements, identifies distinct value systems within a population and classifies individuals according to them. These value systems are inferred from the stated priority rankings, obtained from...