We estimate a dynamic model of how consumers learn about and choose between different brands of personal computers (PCs). To estimate the model, we use a panel data set that contains the search and purchase behavior of a set of consumers who were in the market for a PC. The data includes the...

Consumer reactions to a surprising event are generally stronger than those to an identical but unexpected event. But the experience of surprise differs across cultures. In this article, we examine differences between East Asian and Western emotional reactions to unexpected incentives. When given...