The advent of electronic environments is bound to have profound effects on consumer decision making. While the exact nature of these influences is only partially known it is clear that consumers could benefit from properly designed electronic agents that know individual users' preferences and...

What is the role of early experiences in shaping preferences? What are the mechanisms by which such early encounters influence the way preferences are formed? In this research, we examine the impact of the entry position and favorability of initial (and ongoing) experiences on preference...

What is the role of early experiences in shaping preferences? What are the mechanisms by which such early encounters influence the way preferences are formed? In this research, we examine the impact of the entry position and favorability of initial (and ongoing) experiences on preference...

By 2011, approximately 83% of Fortune 500 companies were using some form of social media to connect with consumers (Hameed 2011). Further, surveys suggest that consumers are increasingly relying on social media to learn about unfamiliar brands. However, best practices regarding the use of social...

In this research, the authors partition the construct of experience and examine the impact of two specific types of experience on preference learning. Findings from the first study demonstrate that experience affects preference learning. In the next two studies, the authors’ theory that...

This research challenges the notion that increased search effort results in greater satisfaction with the choice. Specifically, we examine the impact of alignability on search quantity and search outcomes. Options that vary along comparable dimensions are characterized as alignable, whereas...