Real decision makers exhibit significant shortcomings in the generation of objectives for decisions that they face. Prior research has illustrated the magnitude of this shortcoming but not its causes. In this paper, we ...

This paper introduces a technique for improving preference assessment by reducing the influence of context on preferential choices. We propose that a decision maker who is exposed to relevant attribute levels will form ...

We propose that when predicting future behavior, consumers selectively (but unwittingly) test the hypothesis that they will behave ideally. This selective hypothesis testing perspective on unrealistic optimism suggests ...

Leader-driven primacy uses initial product information to install a targeted brand as the early leader in a choice between two brands. Biased evaluation of subsequent attributes builds support for the targeted brand, ...

In general, consumers establish a preference for one product early in a decision process. When this preference does not include consideration of product prices, the currently preferred product is called the “benefits ...

In addition to deciding whether to buy an item, consumers can often decide when they buy an item. This article links the speed with which adults acquire items to the first letter of their childhood surname. We find that ...

Objectives have long been considered a basis for sound decision making. This research examines the ability of decision makers to generate self-relevant objectives for consequential decisions. In three empirical studies, ...