To portray themselves in a favorable light, people often choose options with socially-desirable symbolic qualities. But when all the options in the choice-set have similar socially-desirable attributes, how might people choose? We propose that people use the degree of variety in their selections...

Products can be described by different numbers of attributes. But can the mere number of attributes presented across a choice-set influence what type of option people choose? This paper demonstrates that attribute numerosity tends to benefit certain types of options more than others and,...

Consumers are constantly exposed to subtle situational cues that can influence behavior by priming either goals or “mere” semantic representations such as personality traits. However, little is known about when exactly such priming leads to goal activation, which can have enduring behavioral...

Despite the very long history of research on heritable traits, we still know very little about genetic effects on judgment and choice, including consumer decision making. Building on recent advances in epigenetics, we hypothesize that people inherit a general prudence tendency, which affects...