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Mental simulation is an important tool for managers who want consumers to imagine what life would be like if they engage in a new behavior. However, academic research found inconsistent effects of mental simulation on behavior. To understand this inconsistency, we conduct a meta-analysis and...
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Recent consumer research suggests that lowering search costs for quality information reduces consumer price sensitivity by creating greater perceived differentiation among brands (e.g., Kaul and Wittink 1995; Lynch and Ariely 2000). We argue that lowering quality search costs by smart agents can...
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Retailers often organize at least part of their assortment by displaying complementary products from different product categories together (e.g., a pair of pants with a shirt) rather than grouping items by product type (e.g., a pair of pants with other pants). However, little is known about how...
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