Consumers often make inferences to fill in gaps in knowledge when they do not have complete information regarding products. Eight experiments show that consumers often have contradictory naive theories about the implications of common market phenomena and that they draw different conclusions as...

Managers often must assess singular strategic options. Four studies of such assessments demonstrate a tunnel vision effect: Focal managerial options often are favored in an evidentially unjustifiable manner. Study 1 concerns new product development, and demonstrates that a prototype that has...

People often form good intentions that never reach fruition. New Year's resolutions, promises, and assurances are often quickly forgotten before they have a chance to influence behavior. Intentions are particularly ineffective when forgetting, procrastination, or distraction from other goals or...

Celebrities are figures that people like a lot but know little about. Two experiments investigated how celebrity evaluations are affected by increased knowledge. In Experiment 1, heightened knowledge of the political orientation, faith, and social attitudes of two prominent actors led to less...

Consumer judgment often is based on incomplete or limited knowledge of the relevant attributes. Three experiments were performed to investigate why these judgments are often insensitive to set size and why evaluations based on limited information tend to be stronger (more extreme and confident)...

One of the most common forms of consumer judgment is singular evaluation: the evaluation or appraisal of singular brands. Three experiments show that singular evaluation is often characterized by a brand positivity effect - brands tend to be evaluated more positively than warranted when judged...

Managers often must assess singular strategic options. Four studies of such assessments demonstrate a tunnel vision effect: Focal managerial options often are favored in an evidentially unjustifiable manner. Study 1 concerns new product development, and demonstrates that a prototype that has...