Consumers frequently engage in sequential decisions. This article explores whether the order of these decisions can influence the manner in which consumers search through the possible choice options. Results from five studies suggest that ordering decisions by increasing (vs. decreasing)...

Many individual decisions take place in a group context wherein group members voice their choices sequentially. In this article we examine the impact of this dynamic decision process on individuals' choices and satisfaction with their outcomes. We propose that choices reflect a balancing of two...

For most forms of conscious consumer choice, product attributes serve as the means that consumers use to accomplish their goals. Because there is competition between products in the marketplace, consumption decisions typically present conflict between means to achieve a goal. In this article, we...

This article examines the effect of spatial confinement on consumer choices. Building on reactance theory and the environmental psychology literature, we propose that spatially confined consumers react against an incursion to their personal space by making more varied and unique choices. We...

Understanding the role of emotion in forming preferences is critical in helping firms choose effective marketing strategies and consumers make appropriate consumption decisions. In five experiments, participants made a set of binary product choices under conditions designed to induce different...