Extant literature suggests that consumers derive more happiness from experiences (e.g., vacations) than from material possessions (e.g., furniture). However, this literature typically pits material against experiential consumption, treating them as a single bipolar construct of their relative...

Dominance is the strongest form of preference relations that renders one alternative clearly preferred, and the other, well, irrelevant. An extensive literature has studied dominance effects using stylized lab experiments and found that, surprisingly, people’s preferences for options can...

Customers often face the disappointment of learning that a product they anticipated having is no longer available. In this paper, we analyze the unavailability of a sought-after product or experience as an illusory loss; while the customer has never had the product or experience to lose, they...

In this article, we consider the reasons why employing realistic experimental designs and measuring actual behavior is important and beneficial for consumer research. More specifically, we discuss when, where, and how researchers might go about doing this in order to increase the veracity and...

Customers often must decide not only whether to purchase, but also what quantity to buy. The current research introduces and compares the quantity-sequential (QS) selling format, under which shoppers make the purchase and quantity decisions separately, with the quantity-integrated (QI) selling...