This research explores the effect of source certainty-that is, the level of certainty expressed by a message source-on persuasion. The authors propose an incongruity hypothesis, suggesting that source certainty effects depend on perceived source expertise. In three experiments, consumers receive...

Our research explores new implicit measures of cognitive responses to advertisements that focus on detecting the effects of specific thoughts. We first demonstrate that consumers' thoughts about persuasive messages can be assessed by both a thought recognition task and a belief verification...

We propose aggregate customization as an approach to improve individual estimates using a hierarchical Bayes choice model. Our approach involves the use of prior estimates to build a common design customized for the average respondent. We conduct two simulation studies to investigate conditions...

Consumers frequently simplify complex choices by setting attribute cutoffs, which are minimum acceptable levels that an alternative must possess to be considered further. The authors explore the extent to which consumers adapt these cutoffs to the choice environment. They show that, as the...

This work examines the process through which thrift versus prestige goals can nonconsciously affect decisions in a choice task. Drawing upon research on nonconscious goal pursuit, we present a theoretical framework detailing how consumer choices are affected by incidentally activated goals. We...

How do preferences change when consumers focus on the anticipated satisfaction with a purchase rather than choice? In a series of three studies, we show that preferences, both expressed and revealed, change depending on the degree to which anticipated satisfaction is evoked. These shifts in...