A top priority among retailers is enhancing the consumer's shopping experience. With the number of private label products increasing at the same time retailers are shedding slower moving products, understanding how private labels impact the consumer's experience at the retail shelf becomes...

This research posits that what consumers believe they are doing in actions related to their thoughts drives the impact of those thoughts on subsequent evaluations. We demonstrate that thoughts can be treated as if they were physical objects and that the actions performed related to their...