Consumers’ tendency to choose the option in the center of an array and the process underlying this effect is explored. Findings from two eye tracking studies suggest that brands in the horizontal center receive more visual attention. They are more likely to be chosen. Investigation of the...

Care of the self, a technique for governing the individual in society, proves to be equally a control technique for the individual in the firm. In a firm dedicated to the cult of beauty, there is a blurring of the lines between employee and consumer individual. This blurring makes care of the...

Les notions de point de référence et d’aversion aux pertes sont deux éléments essentiels de la prospect theory, qui constitue à ce jour la théorie la plus reconnue concernant la représentation de la prise de décision individuelle dans le risque. L’objectif de cet article est de...