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...