Best-worst scaling (BWS) is an extension of the method of paired comparison to multiple
choices that asks participants to choose both the most and the least attractive options or …

Best-Worst Scaling (BWS) can be a method of data collection, and/or a theory of how
respondents provide top and bottom ranked items from a list. We begin with a brief history …

The authors propose a goal-based model of product evaluation and choice. The model is
intended to account for the role of momentary goal activations in relatively straightforward …

People routinely encounter situations in which they have to decide between following their
long‐term interests and seeking short‐term pleasure. An act of self‐control occurs when …

Three studies show that product packaging shape serves as a cue that communicates
healthiness of food products. Inspired by embodiment accounts, we show that packaging …

This research examines a contextual trigger, namely, choice architecture, which induces pro-
environmental behavior among travelers. In particular, we test whether decision modes …

Every day, we learn about others' decisions from various sources. We perceive some of
these decisions as choices and others as rejections. Does the mere perception of another's …

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 can be aware (conscious) or unaware (unconscious) of an active goal when making
a choice. Being aware of a goal enables people to use conscious strategies to identify …

People can make decisions by choosing or by rejecting alternatives. This research shows
that changing a task from choice to rejection makes people more likely to rely on deliberative …