When consumers consider their preference for one of a set of products without having decided whether or not they want to buy something, they develop a "which-to-buy" mind-set that increases their likelihood of making a purchase both in the situation at hand and in subsequent unrelated...

We propose that ambiguity aversion, as introduced in the literature on decision making under uncertainty, drives a preference for established brands in multiattribute choices among branded alternatives. Established brands are those for which belief in quality is held with greater confidence,...

Ads often contain puffery-product descriptions that purport to be important but actually provide little if any meaningful information. Consumers' reactions to these descriptions depend on whether they perceive themselves to be more or less knowledgeable about the product than others whom the ad...

The effect of a persuasive communication on individuals’ attitudes can be influenced by the cognitive behavior they have performed in an earlier, unrelated situation. Inducing participants to make supportive elaborations about a series of propositions activated a bolstering mind-set that...

Companies typically use clear fonts and bright pictures in their ads, Web sites, and product-package designs; place their products on easy-to-reach shelves; and emphasize ease-of-usage to make their products appear desirable to consumers. However, we suggest that customers focused on...