Heuristic use is a central topic in consumer research, but the factors that determine when consumers will settle for shortcut solutions to choice problems (e.g., compromise) versus rely on "true" preferences (e.g., self-goals) remain unclear. We propose that both motivation to use self-goals, as...

We examine moderators of the impact of cognitive load on choice strategies and susceptibility to decision bias. In four studies, we investigate the conditions under which load increases the compromise effect. Overall, our research shows that the ultimate influence of load on bias is contingent...

We propose that individual differences in the value placed on the principle of moderation exist and influence many aspects of consumer decision-making. The idea that moderation is an important guiding norm of human behavior is prevalent throughout history and an explicit theme in many...