Der bekannte US-Verhaltensforscher präsentiert in dieser unterhaltsamen Sammlung 90 Anfragen aus seiner eigenen Leserbrief-Kolumne im Wall Street Journal mit den entsprechenden scharfsinnigen Antworten

Understanding the role of emotion in forming preferences is critical in helping firms choose effective marketing strategies and consumers make appropriate consumption decisions. In five experiments, participants made a set of binary product choices under conditions designed to induce different...

In this paper we suggest that duration judgments of a given episode made after a time delay arise from a process that is fundamentally different from judgments made online or immediately after the episode. We propose a memory-based process called the "snapshot model." In our model, the human...

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...