A common definition of attitude is a general and relatively enduring evalua tion of some
person (including oneself), group, object, or issue (Petty & Cacioppo, 1986a). By relatively …

The authors propose that consumers' preferences are systematically affected by whether
they make direct comparisons between brands (eg, a choice task) or evaluate brands …

Preference formation involves comparing brands on specific attributes (attribute-based
processing) or in terms of overall evaluations (attitude-based processing). When consumers …

Prior research has focused on early entrant advantage rather than on theories that explain
and predict how late entrants can surpass the early entrant's performance. In this research …

Psychological research has demonstrated important parallels between the structural
alignment process involved in judgments of similarity and the processes that are involved in …

Among psychologists and economists, prospect theory continues to be one of the most
popular models of decision making. The theory's key property is reference dependence; …

Research and theory in decision making and in similarity judgment have developed along
parallel paths. We review and analyze phenomena in both domains that suggest that …

Consumers often form preferences based on the presented attributes of choice options.
Previous research has suggested that consumers tend to form their preferences using the …

The authors propose that the attractiveness and choice probability of an alternative can be
enhanced by making it the focus of a comparison (the focal option) with a competing …

Consumers frequently compare alternatives to make similarity and preference judgments.
Recent research suggests that the construction of both similarity and preference judgments …