Substitution decisions have been examined from a variety of perspectives. The economics literature measures cross-price elasticity, operations research models optimal assortments, the psychology literature studies goals in conflict, and marketing research has examined substitution-in-use, brand...

How do consumers resolve goal conflicts en route to making a choice? To answer this question, we examined choices in which two products were means to achieving different and conflicting goals. To glean insight into how consumers reconcile predecisional goal conflict, we tracked emerging...

Problem Definition: We study the effectiveness of two theoretically and practically relevant interventions designed to stimulate the appeal of and willingness to pay (wtp) for re-manufactured (refurbished) consumer products that are often found repulsive by consumers: 1) educating consumers...