The level of congruity is determined by the degree of match or mismatch between an object and its associated attribute. Product evaluations are positively influenced when there is moderate incongruity between a product and its association; this finding is termed the moderate schema incongruity...

Purpose – Sequences of prices are becoming more commonplace but there is limited research on their behavioral effects. The purpose of this paper is to determine if a sequence of past prices, and particularly its variance, has a strong effect on choice. Will people pay significantly more for a...

Purpose – The purpose of this paper is to propose a new explanation for the well‐documented preference among individuals for sequences of increasing utility. It is put forward here that while there may be a preference for ascending‐utility sequences, this relationship is mediated by...