Decisions often involve trade-offs between a more normative option and a less normative but more tempting one. The authors propose that the intrapersonal conflict that is evoked by choices involving incompatible goals can be resolved through scope-insensitive justifications. The authors describe...

The authors propose that preference construction is influenced by a transient “feeling of preference” – the perception that one has or should be able to form a preference in a given domain even before seeing the specific options in the choice-set and in the absence of any stored...

Providing explicit instructions to compare one option to other (reference) options is one of the most basic and commonly used promotional and persuasion tactics. Building on prior research on persuasion knowledge and the impact of suspicion, we propose that the mere fact that consumers are...