Within the behavioral literature, two basic explanations of the pioneering advantage have been offered. Early work focused on order-based explanations. More recently, schema-based explanations have also been suggested. The authors propose a mediated-effects model of the pioneering advantage and...

Consumers often provide different evaluations of absolute and percentage descriptions of the same quantity. Prior research has attributed this to two factors: selection of distinct reference contexts and differential cognitive difficulty. However, in a preliminary study, we show that...