Managers often must assess singular strategic options. Four studies of such assessments demonstrate a tunnel vision effect: Focal managerial options often are favored in an evidentially unjustifiable manner. Study 1 concerns new product development, and demonstrates that a prototype that has...

(Introductory paragraphs) An examination of the literature on decision making reveals a surprising neglect of the attitude construct. Although the evaluative processes that are fundamental to choice have been a basic staple of attitudes research for decades, this enormous body of work is...

This research examines how the importance of a consumer decision influences attitude-decision consistency and choice in decision contexts that contain versus do not contain specified alternatives. Results demonstrate that decision importance moderates attitude-decision consistency when...