For brands to thrive they must understand consumer sentiment; if consumers’ likelihood to share their opinion is a function of their attitude toward a brand, then brands’ perception of consumer sentiment may be systematically biased. While research in consumer-to-consumer sharing (i.e., word...

Why, during a decision between new alternatives, do people bias their evaluation of new information to support a tentatively preferred option? We test three decision process goals as the potential drivers of such predecisional distortion of information: (a) to reduce the effort of integrating...

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...