Previous research has found that consumers who deliberate about the reasons for their decisions tend to make less satisfying choices. We propose that this view is overly narrow, and argue that deliberation only impacts choice satisfaction as a function of the type of reasons on which consumers...

To explain trade-offs in choice, researchers have proposed myriad phenomena and decision rules, each paired with separate theories and idiosyncratic vocabularies. Yet most choice problems are ultimately resolved with one of just two types of solutions: mixed or extreme. For example, people adopt...

When purchasing products, consumers often need to decide on the highest price they are willing to pay (WTP) and, when selling products, on the lowest price they are willing to accept (WTA). In this research, we contrast the determinants of WTP and WTA judgments and investigate their...

People invest much time and money in consuming knowledge. We argue that people systematically vary in the types of knowledge they prefer to know and that such preferences can have broad implications for consumer behavior. We illustrate this in the context of the preference for practical versus...