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Improving preference assessment: limiting the effect of context through pre-exposure to attribute levels
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 ...
Unrealistically Optimistic Consumers: A Selective Hypothesis Testing Account for Optimism in Predictions of Future Behavior
(University of Chicago Press, 2009)
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: using attribute order to affect consumer choice
(University of Chicago Press, 2006)
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, ...
The Last Name Effect: How Last Name Influences Acquisition Timing
(University of Chicago Press, 2011)
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 ...