/methodology/approach - The paper uses mixed methods consisting of an experiment (n = 162), a series of interviews with consumers (n = 16) and in … purchase intention. They also indicate that trying leads to better decision-making. Research limitations/implications - This … paper enriches product trial literature and sheds new light on how sales channels combine in omnichannel distribution …

discounting the validity of, dissonant information are rational strategies that may help avoid or mitigate negative emotion … behavioral bias. Nevertheless, the importance of negative emotion in triggering the need for this bias is underappreciated. This … from two studies and three distinct decision tasks, we present data on over 1100 participants documenting the confirmation …

resist temptation. Our evidence comes from a food choice experiment that we conducted with comparable participant pools of …

Consumers make mistakes when facing complex purchasing decision problems but if at least some consumers disregard any … choice easier. We design an original experiment to identify consumers' choice heuristics in the lab. Subjects are asked to …