Consumers rely on their memory for past consumption experiences when next purchasing in the product category, when advising other consumers, and when setting expectations for future consumption experiences. Although previously considered to be a permanent record of the experience, consumer...

It is well established that consumers often incorporate the opinions of other consumers, known as word-of-mouth (WOM), when forming an evaluation of a product or service. However, little is known about how evaluations are changed by WOM, which consumers are most likely to be influenced, and...

We examine consumers' forgetting to buy items they intended to buy. We show that the propensity to forget depends on the types of items consumers intend to purchase and the way consumers shop. Consumers may shop using a memory-based search by recalling their planned purchases from memory and...

Decision-making literature establishes that maximizers, who always strive for the best option, paradoxically experience lower wellbeing. The current study aims to discover the conditions that attenuate or exacerbate the detrimental effect of maximization on wellbeing by using a large-scale...