The endowment effect is the tendency for people who own a good to value it more than
people who do not. Its economic impact is consequential. It creates market inefficiencies and …

We describe what can be gained from connecting cognition and consumer choice by
discussing two contexts ripe for interaction between the two fields. The first—context effects …

Consumers' tendency to choose the option in the center of an array and the process
underlying this effect is explored. Findings from two eye-tracking studies suggest that brands …

Loss aversion, the principle that losses impact decision making more than equivalent gains,
is a fundamental idea in consumer behavior and decision making, though its existence has …

We propose a model of eye-tracking data to understand information acquisition patterns on
attribute-by-product matrices, which are common in online choice environments such as …

There is a disconnect in the literature between analyses of risky choice based on cumulative
prospect theory (CPT) and work on predecisional information processing. One likely reason …

This paper presents a theory of multi-alternative, multi-attribute preferential choice. It is
assumed that the associations between an attribute and an available alternative impact the …

Choice-based conjoint is a popular technique for characterizing consumers' choices. Three
eye-tracking studies explore decision processes in conjoint choices that take less time and …

Intertemporal choice impacts many important outcomes, such as decisions about health,
education, wealth, and the environment. However, the psychological processes underlying …

Past studies suggest that positive affect produces a wide range of desirable outcomes
because it helps people build lasting resources. It may be assumed that these resources …