With the rise of machine learning and “big data,” large yet spurious associations are increasingly likely to be discovered, leveraged in marketing communications, and publicized in the media. Thus, consumers are increasingly exposed to many associations with large magnitudes that do not...

Interruptions to consumer decision making are ubiquitous. Across three studies, we find that interruptions in decision making can increase risk-taking. When an individual is interrupted during a risky decision, we find that his/her previous consideration of the decision causes it to feel more...