The primary goal of this research is to conceptualize and develop a scale of green consumption values, which we define as the tendency to express the value of environmental protection through one's purchases and consumption behaviors. Across six studies, we demonstrate that the six-item measure...

Past research has shown the robustness of egocentric anchoring or false consensus effects (e.g., Naylor, Lamberton, and Norton 2011; Ross, Greene, and House 1977) primarily in situations where consumers adopt a cooperative or neutral stance toward one another. However, competition among consumers is...

We examine the nature of best-worst data for modeling consumer preferences and predicting their choices. We show that, contrary to the assumption of widely used models, the best and worst responses do not originate from the same data-generating process. We propose a sequential evaluation model...