Despite that minimalism come has come to the forefront of contemporary consumer culture, neither its antecedents nor the psychological process that drives the minimalistic consumption behavior has yet been systematically established in extant literature. This study documents a novel effect of...

Conjoint choice experiments have become a powerful tool to explore individual preferences. The consistency of respondents' choices depends on the choice complexity. For example, it is easier to make a choice between two alternatives with few attributes than between five alternatives with several...