Academic research in several disciplines has demonstrated that consumers generally show a preference for certainty in the domain of gains. The current research provides evidence for an important psychological antecedent to this effect. Specifically, the authors find that the likelihood of...

This article demonstrates experimentally that individuals making decisions about their health management are affected by the decision making environment and that law and policy can serve important roles in improving the decision environment. With the support of a generous grant from the Robert...

Traditional economic models view post-employment restrictions as necessary constraints stemming from the assumption that absent such contractual protections, employers would under-invest in R&D and employee training. This article enriches the analysis of human capital investment by developing a...

When should retailers offer promotions with uncertain rewards? The current research investigates this question and finds there are instances when uncertain incentives may seem more attractive than their expected value. For example, a lottery between small and large rewards may even be as...

Traditional law and economic analysis views postemployment restrictions, ranging from noncompete agreements to intellectual property controls over an ex-employee’s knowledge and skill, as necessary for economic investment and market growth. The orthodox economic analysis theorizes that without...

Dominance is the strongest form of preference relations that renders one alternative clearly preferred, and the other, well, irrelevant. An extensive literature has studied dominance effects using stylized lab experiments and found that, surprisingly, people’s preferences for options can...

In this article, we consider the reasons why employing realistic experimental designs and measuring actual behavior is important and beneficial for consumer research. More specifically, we discuss when, where, and how researchers might go about doing this in order to increase the veracity and...

Despite ongoing efforts to encourage sustainable behavior and consumers’ claims that they are eco-minded, green attitudes remain insufficiently reflected in consumers’ choices. In order to better understand and help explain what drives consumers’ choice of green products we consider three...

An ongoing debate revolves around the assumption of preference stability. We investigate the hypothesis that certain preferences do indeed remain stable and propose that preferences formed in early adulthood are likely to remain stable because of an increased likelihood of relating to people's...

Consumer choices are a result of an interplay of two systems: fast and intuitive thinking (System 1) and more deliberative reasoning (System 2). The present research examines the implication of the interplay between the two systems for context effects in choice by exploring the consequences of...