A fundamental dilemma confronts retailers with stand-alone sites on the World Wide Web and those attempting to build electronic malls for delivery via the Internet, on-line services, or interactive TV (Alba et al. 1997). For consumers, the main potential advantage of electronic shopping over...

Understanding the roles of emotion and cognition in forming preferences is critical in helping firms choose effective marketing strategies and consumers make appropriate consumption decisions. In this work, we investigate the role of the emotional and cognitive systems in preference consistency...

What is the role of early experiences in shaping preferences? What are the mechanisms by which such early encounters influence the way preferences are formed? In this research, we examine the impact of the entry position and favorability of initial (and ongoing) experiences on preference...