Consumers make mistakes when facing complex purchasing decision problems but if at least some consumers choose only among offers that are easy to compare with others then firms will adopt common ways to present their offers and thus make choice easier (Gaudeul and Sugden, 2011). We design an...

Firms can exploit consumers' mistakes when facing complex purchasing decision problems but Gaudeul and Sugden (2012) argue that if at least some consumers disregard offers that are difficult to compare with others then firms will be forced into adopting common ways to present their offers and...

We examine the interaction between firm prominence and consumer confusion in a duopoly model of price-frame competition. Both frame complexity and frame differentiation are sources of consumer confusion and firms make prominence investments that determine their shares of confused consumers....

Consumers make mistakes when facing complex purchasing decision problems but if at least some consumers disregard any offers that is difficult to compare with others then firms will adopt common ways to present their offers and thus make choice easier. We design an original experiment to...

Consumers make mistakes when facing complex purchasing decision problems but if at least some consumers choose only among offers that are easy to compare with others then firms will adopt common ways to present their offers and thus make choice easier (Gaudeul and Sugden, 2011). We design an...

The aim of this paper is to propose an analytical framework, wherein the individuals' choice problem is addressed in terms of alternative time‐consuming activities rather than in terms of alternative bundles of goods and services. In particular, the paper reverses Becker's (1965) proposal to...