Consumers prefer to watch television programs without commercials. Yet, in spite of most consumers' extensive experience with watching television, we propose that commercial interruptions can actually improve the television viewing experience. Although consumers do not foresee it, their...

Consumers are influenced by the metaphoric relationship between cardinal direction and vertical position (i.e., quot;north is upquot;). People think it will take longer to travel north than south (Study 1), that it will cost more to ship to a northern than to a southern location (Studies 2 and...

Six studies demonstrate that interrupting a consumption experience can make pleasant experiences more enjoyable and unpleasant experiences more irritating, even though consumers avoid breaks in pleasant experiences and choose breaks in unpleasant experiences. Across a variety of hedonic...

Prior theoretical and empirical work suggests that behavioral interventions designed to amplify image concerns promote generosity. Consumer elective pricing — where individuals choose how much to pay for products and services — provides a unique opportunity for evaluating the effectiveness...