Behavioral decision researchers have documented a number of anomalies that seem to run counter to established theories of consumer behavior from microeconomics that are often at the core of analytical models in marketing. A natural question therefore is how equilibrium behavior and strategies...

First experiences are highly influential. Here, the authors show that non-first experiences can be made to seem like firsts and consequently to have a disproportionate influence on judgment. In six experiments, one piece of a series of information was framed to appear to have “first” status:...