Consumers often must choose between a course of action that preserves the status quo and a course of action that is a departure from the status quo. This research demonstrates that preference for the status quo is a function of goal orientation and, in particular, that it tends to be more...

Consumers often make decisions based on the extremeness of choice alternatives. Prior research has argued that extremeness aversion is a function of the relational properties of choice alternatives and that the middle option, defined such that its attribute values are between the values of the...

Prior research has suggested that consumers believe that products made using sustainable, envi-ronmentally friendly technologies are likely to underperform those made using traditional methods. We question the robustness of this assumption and identify scenarios in which sustainability is likely...

"An overview of the most important topics in marketing from the faculty of Kellogg--the world #1 MBA program in marketing. Many faculty contributors are also industry veterans, including Jim Lecinski (former VP at Google), Kevin McTigue (former SVP at SapientRazorfish), and Tom O'Toole (former...

Prior research has argued that consumers believe that sustainable products tend to under perform those made using traditional methods—a phenomenon referred to as “sustainability liability.” Despite the conceptual justification and early evidence in support of this argument, extant research...

Do consumers prefer auctions that allow them to place more precise bids to auctions that accept less precise bids? Can consumers accurately estimate their need for price-elicitation precision? This research addresses these questions by applying the notion of compatibility to the relationship...

Contrary to the common wisdom that more choice is always better, selections made from large assortments can lead to weaker preferences. Building on the extant literature, this research identifies ideal point availability as a key factor moderating the impact of assortment on choice. It is...