Whether to purchase a product is of fundamental importance to marketing, but purchasing
behaviors vary widely across individuals and contexts. This paper proposes that a sizeable …

Consumers typically overstate their intentions to purchase products, compared to actual
rates of purchases, a pattern called “hypothetical bias”. In laboratory choice experiments, we …

Consumer research explains how various visual properties of marketing stimuli, such as
color or shape, individually, influence consumer attention and choice. It is not clear …

A great deal of consumers' purchasing decisions at the grocery store are made in rather
unplanned ways. This offers businesses the opportunity to influence consumers through in …

A fundamental assumption of choice models is that products are valued for the benefits they
provide. The only non-benefit-based source of preference is the processing fluency (eg …

This paper examines consumers' attention traces (eg, sequences of eye fixations and
saccades) during choice. Due to reduced equipment cost and increased ease of analysis …

Understanding what information is important for consumers when making a purchase-
related decision has been a key question for researchers and practitioners ever since the …

When making a purchasing decision, people typically scan the available options before
deciding. Previous studies have shown that bottom-up stimulus-driven factors can influence …

At every waking moment, one's mode of attention is situated at some point on a spectrum
ranging from experiencing, where attention is directed toward perceptions and cognitions …

Understanding how consumers represent outcomes and weigh different decision criteria is
critical to consumer behavior research. Construal-level theory articulates how psychological …