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...

Billions of people across the globe use social media to acquire and share information. A large and growing body of research examines how consuming online content affects what people know. The present research investigates a complementary, yet previously unstudied question: how might sharing...

Prior research has established that an external threat to an individual's identity can be resolved via an identity-congruent product choice which bolsters his/her identity. In the context of gift giving, we examine how purchasing an identity threatening product can itself create an identity...

We report the results of a decision simulation conducted among 349 adults whose task was to invest in a hypothetical 401(k) retirement plan. We varied the number of mutual funds offered for investment and observed the effects on the incidence and extent of participation. The results indicate...