The present research investigates how the threat of COVID-19 affects consumers’ choices among hospitality/travel options of varying levels of quality and price. Drawing on compensatory consumption theory, we predicted that the virus’s prominence would increase consumers’ preference for...

In four experiments, participants made a purchase decision about a counterfeit product under either constrained or unconstrained cognitive resource conditions. Participants were less likely to purchase the counterfeit when their cognitive resources were constrained than when they were not....

We investigate the apparent rarity of contrast effects in diverse-category contextual and target product settings. Three studies show that the direction of context effects depends on (a) whether target product positioning is abstract or concrete, (b) consumers' adoption of an item-specific,...

This article investigates how two dimensions of psychological distance (i.e., temporal distance and social distance) jointly affect consumers' evaluations of products. Drawing on the properties of psychological distance and diminishing sensitivity to the increase in distance, we show an...