This research explores goal-related categorization processes as part of a three-phase model encompassing both antecedents (goal selection) and consequences (purchase likelihood). In each phase, we identify conditions under which self-control goals (indulgence or restriction goals) and trait...

This article explores the phenomenon of "hyperopia," or an aversion to indulgence, as introduced by Kivetz and Keinan (<xref ref-type="bibr" rid="rf16">2006</xref>) and Kivetz and Simonson (<xref ref-type="bibr" rid="rf17">2002</xref>). We first develop a measure to capture hyperopia as an individual difference. Three empirical studies use this measure to demonstrate that...

We show that formats used by retailers to organize assortments into subcategories can enhance or encumber consumers' learning and satisfaction. For more knowledgeable consumers, unexpected subcategory formats provide a newness cue, thereby increasing effort, learning, and satisfaction. That is,...

Consumers often search for and choose from ordered sets, commonly from options listed from best to worst. Normatively, such declining orderings maximize expected value from search and should lead to more positive evaluations of the experience compared to searching improving orderings. We...