This research compares three strategies that ads can use to convey which product and brand they promote, and it tests how these affect consumer evaluation and the resulting attitudes towards the ad and brand, under exposure durations that range from brief to long. Upfront ads immediately convey...

When buying wine, consumers often need to infer unobservable characteristics of the wines that are available. Product scarcity in the store can signal that the quality of a wine is high, either because the product is deemed exclusive (when scarcity is supply-caused) or because the product is...

Retailers need to decide on the content and structure of their product assortments, and thereby on the degree of variety that they offer to their customers. This paper compares measures of assortment variety and relates them to underlying variety components. We conceptualize assortment variety...

This paper provides empirical insight into the way consumers make pairwise similarity judgments between brands, and how familiarity with the brands, serial position of the pair in a sequence, and the presentation format affect these judgments. Within the similarity judgment process both the...

Can online display advertising help consumers to more successfully search for their preferred brands, and thus reduce the impact of competitive clutter on shopping sites? Moreover, if advertising indeed has such direct brand search benefits, which attentional mechanisms account for it? To answer...

This research tests the idea that the trajectories of attention and the accumulation of utility of the options in complex choice tasks are closely aligned, as implied by rational inattention theory. If supported, trajectories of attention would reflect higher-order preference formation...

Trajectories of attention during a complex brand choice task reflect the accumulation of utility and predict final choice before consumers implement it. Our findings reveal a “double attention lift” of the ultimately chosen brand towards the end of the choice task: it receives more attention...

Most ads in practice receive no more than a single eye fixation. This study investigates the limits of what ads can communicate under such adverse exposure conditions. We find that consumers already know at maximum levels of accuracy and with high degree of certainty whether something is an ad...

Previous research has extensively investigated the relationships that consumers create and maintain with their possessions. However, little is known about why material objects (compared to immaterial ones) may be particularly relevant for consumers' self‐definition. In this research, we argue...