Consumer choices are a result of an interplay of two systems: fast and intuitive thinking (System 1) and more deliberative reasoning (System 2). The present research examines the implication of the interplay between the two systems for context effects in choice by exploring the consequences of...

Three experiments show that semantic primes can enhance perceptual fluency, resulting in higher liking of the perceived product. Specifically, semantic primes that cue the visual identifier of one of two products (e.g., a bottle of wine with a frog shown on the label) increase preference of the...

Negotiating the pursuit of multiple goals often requires making difficult trade-offs between goals. In these situations, consumers can benefit from using products that help them pursue several goals at the same time. But do consumers always prefer these multipurpose products? We propose that...

Negotiating the pursuit of multiple goals often requires making difficult trade-offs between goals. In these situations, consumers can benefit from using products that help them pursue several goals at the same time. But do consumers always prefer these multipurpose products? We propose that...

In a series of studies we examine how incidental mood present at the time of an experience affects judgments made long after the mood has dissipated and compare this to lay beliefs about how mood affects memory-based judgments. We find that memory-based judgments are affected by incidental mood...