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...

Understanding the roles of emotion and cognition in forming preferences is critical in helping firms choose effective marketing strategies and consumers make appropriate consumption decisions. In this work, we investigate the role of the emotional and cognitive systems in preference consistency...

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...

Prior research has established that people's own physical attractiveness affects their selection of romantic partners. The current work provides further support for this effect and also examines a different yet related question: when less attractive people accept less attractive dates, do they...

We propose a two-stage model to describe the increasing concreteness of consumers' goals during the shopping process, testing the model with a series of field experiments at a convenience store. Using a number of different process measures (experiment 1), we first established that consumers are...