We show that the magnitude and direction of the attraction effect is sensitive to the valence of the options considered. We suggest that representation and evaluation of attributes are predictably different in negative domains, where the same attribute that was perceived as a promotion attribute...

In this research we examine the role of process vs. outcome-focused mental simulation in new product evaluation. We first show that consumers naturally focus on product benefits when they evaluate incrementally new products (INPs), but have a more balanced focus on both the benefits and process...

Research on choice over time has found that people tend to focus on concrete aspects of near-future events and abstract aspects of distantfuture events. Furthermore, a focus on concrete aspects heightens the feasibility-related components, whereas a focus on abstract aspects heightens the...

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...

In this article, the authors partition the construct of experience into intensiveness (i.e., amount) and extensiveness (i.e., breadth) and examine the impact of the two specific types of experience on preference learning. In the first three studies, the authors’ theory that experience can be...

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...