How do consumers evaluate combinations of items representing conflicting goals? In this
research, the authors examine how consumers form value judgments of combinations of …

Assortment size has been shown to influence whether consumers make a choice, but could
it also influence what they choose? Five studies demonstrate that because choosing from …

We introduce a simple solution to help consumers manage choices between healthy and
unhealthy food options: vice-virtue bundles. Vice-virtue bundles are item aggregates with …

A fundamental contribution of consumer behavior research is to help marketing scholars
develop an understanding of how people think about and express their preferences. In this …

People want to have fun, and they are more likely to have fun if the situation allows them to
justify it. This research studies how people's need for justifying hedonic consumption drives …

Consumers sometimes treat trivial attributes as though they were critically important in the
sense that they have a significant impact on choice. We propose a reasons-based account …

Although most research on consumer decision making has focused on individual choices,
the majority of products are purchased and consumed with other products (eg, an appetizer …

How do people evaluate sequentially presented items? Prior research suggests that
sequential evaluations are subject to anchoring biases, such that the values of subsequently …

Marketers commonly assume that health claims attached to otherwise unhealthful food
stimulate consumption because such claims offer justification for indulgence and reduce …

This research examines how consumers' food choices differ when healthy items are
included in a choice set compared with when they are not available. Results demonstrate …