The authors investigate whether consumers systematically consider feature usage before making multifunctional product purchase decisions. Across five studies and four product domains, the article shows that consumers fail to estimate their feature usage rate before purchasing multifunctional...

This research examines whether recommendation signage helps or hinders the consumer when faced with choosing from large product assortments. In spite of frequent usage and retailer intuition suggesting that providing recommendation signs (e.g., “Best Seller,” “Award Winner”) should help...