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...

Solicitation of time and money donations are central to the success of nonprofit organizations like charities and political groups. Although nonprofits tend to prefer money, experimental and field data demonstrate that donors prefer to donate time, even when doing so does less good for the...

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...

Purchasing products that consumers have not used before (e.g., baby stroller for first time parents or a new product like an iPad) can be a challenge for consumers. In this article, the authors examine how mentally simulating two specific aspects of a product - the product usage process vs. the...