Consumer decision making has been a focal interest in consumer research, and consideration of current marketplace trends ( e.g., technological change, an information explosion) indicates that this topic will continue to be critically important. We argue that consumer choice is inherently...

We seek to reinforce the importance of the notion of within-alternative conflict for consumer research. We replicate our own earlier findings that conflict associated with integrating an alternative's pros and cons influences responses to a judgment task. In the earlier work, we focused on...

Most of the articles appearing in JCR that are characterized as behavioral decision theory (BDT) address some kind of bias or deviation from normative decision making. In addition to pointing out biases, these articles often examine underlying decision processes. We leverage approaches that...

In negative service environments, waiting time can serve to facilitate consumer coping. Consequently, the very wait management strategies (such as providing duration information or shortening the wait) that mitigate wait-based stress for nonnegative services may interfere with consumers' efforts...

The influence of false-positive results on consumers' decisions to get retested in high-stakes domains is examined. Findings across four laboratory experiments indicate that a false-positive outcome increases perceptions of vulnerability and test inaccuracy, even holding constant test-error base...

Heuristic use is a central topic in consumer research, but the factors that determine when consumers will settle for shortcut solutions to choice problems (e.g., compromise) versus rely on "true" preferences (e.g., self-goals) remain unclear. We propose that both motivation to use self-goals, as...