This paper examines the effects of brand credibility, a central concept in information economics-based approaches to brand effects and brand equity, on consumer choice and choice set formation. We investigate the mechanisms through which credibility effects materialize, namely through perceived...

Utility maximizing and regret minimizing models (RUM and RRM respectively) assume different decision rules, and additionally that these rules are conceptually and mathematically distinguishable. Yet, studies that pit them against each other or incorporate them into a heterogeneous decision rule...