Consumers increasingly inform one another about marketplace offerings in online forums. These forums vary in terms of the information provided about reviewers (e.g., consumers may have no information about a reviewer or may see a full reviewer profile containing multiple pieces of demographic...

Across four studies, including one involving an actual monetary decision, the authors demonstrate that forming a product consideration set by excluding versus including alternatives induces consumers to place more weight on ethical attributes, such as company labor practices and animal testing....