Preferences inferred from choice are more likely to favor the alternative that is superior with respect to the prominent (most important or salient) attribute than are preferences inferred from matching (direct tradeoff) judgments. This prominence effect violates standard models of rational...

We present five studies supporting our strategic memory protection theory. When people make decisions about experiences to consume over time, they treat their memories of previous experiences as assets to be protected. The first two studies demonstrate that people tend to avoid situations that...

Research in intertemporal choice has been done in a variety of contexts, yet there is a remarkable consensus that future outcomes are discounted (or undervalued) relative to immediate outcomes. In this paper, we (a) review some of the key findings in the literature, (b) critically examine and...

This research illustrates the power of reputation, such as that embodied in brand names, demonstrating that names can enhance objective product efficacy. Study participants facing a glaring light were asked to read printed words as accurately and as quickly as they could, receiving compensation...

We study the dissociation between two common measures of value—monetary assessment of purchase options versus the predicted utility associated with owning or consuming those options, a disparity that is reflected in well-known judgment anomalies and that is important for interpreting market...

Consumers often have a variety of products that they may use to help them pursue their goals. These products constitute a set of means toward consumers’ goal attainment. This article investigates (1) how the amount of variety (high vs. low) among a set of means affects motivation to pursue the...