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....

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...

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)...

There are many instances of consumer decision making in which more consideration is given to one brand than others in the choice set. The present research explores how selective consideration of a brand affects attitudes toward the brand, relative standing of the focal brand within the choice...

This research examines the role of gender and optimism on the riskiness of investment choices of students in a semester long investment contest with both monetary and academic incentives. Data suggest that males make more risky investment choices than females, and that this difference was...

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...

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...