Human behaviors are driven by implicit and explicit motives. Psychologists have developed two main tools, namely time pressure and cognitive load, to disentangle the two motives. This implies values of willingness to pay (WTP) may be sensitive to time pressure and cognitive load levels in...

Missing information prevails in consumer purchase decisions and studies on consumer preferences. Previous research ignores the relationship between consumer types and their responses to new quality attribute information. In this article, consumer responses to new attribute information are...