This research examines how the importance of a consumer decision influences attitude-decision consistency and choice in decision contexts that contain versus do not contain specified alternatives. Results demonstrate that decision importance moderates attitude-decision consistency when...

Marketers routinely make use of stated consumer preferences and the relative attribute-importance weights implied by these preferences when making decisions on issues such as advertising messages and product design. Using this information as a basis for managerial decision making is risky,...

A common goal of value elicitation is to determine consumers' reservation prices (i.e., maximum willingness to pay) for goods and services. Because the results of such studies are often used as inputs in decision making, it is important to understand when reservation prices estimated in value...

A long standing concern among practitioners of contingent valuation is strategic responding by respondents. This paper examined one variant of strategic behavior; the overbidding of true value. College students' maximum willingness to pay for improvements in community living areas was elicited...

Three experiments examine the role of attitudes toward the category to which a brand belongs in consumers' attitudes toward individual brands. The core findings indicate that what consumers think generally about a category affects their evaluations of singular brands belonging to the category....

We study the impact of gender on asset allocation recommendations. Graduate business students and professional wealth managers are randomly assigned a male or female client. Participants recommend an allocation and choose an allocation for themselves. Male students choose a riskier allocation...