Common sense suggests that consumers make more satisfying decisions as they consider their options more closely. Yet we argue that such close consideration can have undesirable consequences because it may induce attachment to the options--a sense of prefactual ownership of the choice options....

Common sense suggests that consumers make more satisfying decisions as they consider their options more closely. Yet we argue that such close consideration can have undesirable consequences because it may induce attachment to the options - a sense of prefactual ownership of the choice options....

Why would consumers prefer live television, even when tape-delayed broadcasts provide the same sensory experience? We propose that indeterminacy is a key reason. Indeterminate consumption experiences (such as watching sports competitions live on television) unfold in ways that are not decided ex...

Recent developments in the field of artificial intelligence and data analytics are facilitating the automation of some consumer chores (e.g., in smart homes and in self-driving cars) and allow the emergence of big-data-driven, micro-targeting marketing practices (e.g., personalized content...