Preference consistency implies that people have learned their willingness to trade off attributes. We argue that this is not necessarily the case. Instead, we show that when preferences are learned in context (e.g., through repeated choices made from a trinary choice set that includes an...

In this article, we consider the reasons why employing realistic experimental designs and measuring actual behavior is important and beneficial for consumer research. More specifically, we discuss when, where, and how researchers might go about doing this in order to increase the veracity and...