Understanding the role of emotion in forming preferences is critical in helping firms choose effective marketing strategies and consumers make appropriate consumption decisions. In five experiments, participants made a set of binary product choices under conditions designed to induce different...

Customers often must decide not only whether to purchase, but also what quantity to buy. The current research introduces and compares the quantity-sequential (QS) selling format, under which shoppers make the purchase and quantity decisions separately, with the quantity-integrated (QI) selling...

The behavioral implications of large discounts have been viewed from two opposing perspectives. From an attribution perspective, a large discount signals low quality and decreases the overall appeal of the product, but from a motivational account, a large discount seems attractive and increases...

We study the dissociation between two common measures of value - monetary assessment of purchase options versus the predicted utility associated with owning or consuming those options, a disparity that is reflected in well-known judgment anomalies and is important for interpreting market...