A fundamental assumption of choice models is that products are valued for the benefits they provide. The only non-benefit-based source of preference is the processing fluency (e.g., ease of perceiving, encoding, comprehending, or retrieving information) that results from prior exposure to the...

Are consumers motivated to seek out experiences that enhance their appreciation within a product category—and if so, does their level of experiential expertise (or consumption knowledge) within a product category bias the types of experiences they value and pursue? These questions are central...

It is generally accepted that forming an implementation intention promotes goal pursuit and achievement. Forming an implementation intention encourages people to develop a plan, to prepare for events that allow for the execution of the plan, and to efficiently respond to these opportunities....

Changing brand attitudes by pairing a brand with affectively laden stimuli such as celebrity endorsers or pleasant pictures is called evaluative conditioning. We show that this attitude change can occur in two ways, depending on how brands and affective stimuli are presented. Attitude change can...

Consumers respond more favorably to positively framed attribute information than to negatively framed attribute information, a finding that has been attributed to the affective associations evoked by each frame. We contend that framing effects also depend on the range and level of reference...

More than a billion dollars is spent annually on generic advertisements that promote the consumption of commodity goods. Generic advertising is designed to increase primary demand, or the "size of the pie," without affecting selective demand, or the "share of the pie." We find evidence to the...

When consumers try to assess the performance of a product on a key benefit, their information search often reveals both diagnostic information and irrelevant information. Although one would expect irrelevant information to have little impact on predictions of product performance, we present...

During the course of a day, consumers experience choices that involve goal conflict (e.g., eat tasty vs. healthy food, recreate vs. work, relax vs. act). In some cases, an initial behavior is followed by a similar behavior. In other cases, an initial behavior is followed by an opposing behavior....

We provide evidence that goal priming effects are context dependent. We show that goal primes encourage prime-consistent behavior when the behavioral context is common and prime-inconsistent behavior when the behavioral context is uncommon. While the prime-consistent behavior is compatible with...