In the present study, we find that a restrictive message that limits the availability of the product amount (vs. purchasing time) is perceived as more competitive by consumers. Previous literature on gender difference suggests that men (vs. women) tend to respond more positively to competition...

When deciding when to make a purchase, people often compare their outcomes to those that would have occurred had they purchased earlier or later. In this article, we examine how pre- and postpurchase comparisons affect regret and satisfaction, and whether consumers learn to avoid decisions that...

Consumers can evaluate their past choices by comparing their obtained outcome to other possible outcomes. We demonstrate that how people process this comparative feedback depends on whether they use it to prepare for future decisions. In particular, the anticipation of similar future choices...

It is generally accepted that repeated exposure to an advertisement can influence liking for an advertisement and for the brand names and product packages included in the advertisement. Although it has often been assumed that repeated exposure leads to a direct affective response, more recent...

When consumers try to assess the performance of a product on a key benefit, their information search often reveals both diagnostic information and irrelevant information. Although one would expect irrelevant information to have little impact on predictions of product performance, we present...

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...

The human psyche is equipped with the capacity to solve problems using different mental states or mindsets. Different mindsets can lead to different judgment and decision making styles, each associated with its own perspective and biases. To change perspective, people can, and often do, switch...