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 important decision retailers make involves selecting the number of items comprising their assortments. A key issue in making these decisions concerns the role assortment size plays in determining consumers' choice of a retailer. We address this issue by investigating how consumer choice among...

"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...

Are consumers more likely to purchase an item from an assortment in which options are priced at parity or from an assortment in which options vary in price? This research examines the influence of parity-pricing and differentiation-pricing strategies on consumer choice and identifies conditions...

This article examines how confirmatory reasoning moderates the impact of attractive and unattractive common features on consumer preferences. Building on the existing research on confirmatory information processing and the motivated reasoning framework, I propose that consumers evaluate common...

This article examines consumer choice as a function of the perceptual similarity of the options in the decision set. In particular, we examine a scenario in which a set of options is extended by adding alternatives that change its perceptual characteristics, increasing the salience of one of the...