Perhaps more than ever before, consumers are increasingly spending more and more of their time in consumptions that are completely free - think Facebook, Google, Wikipedia, etc. An important
Many human judgments are comparative in nature (Mussweiler 2003). Consumers have been shown to judge themselves more positively (or less negatively) than others: a bias called self-positivity
We propose that while past research has generally suggested that communals (vs. agentics) help more (Utz 2004), this will depend on the resource being sought (i.e., time vs. money; e.g., MacDonnell
Bettman suggested as early as 1979 that attention may be one of the key factors that influence choice. More recently, Janiszewski et al. (2013) reported that repeated allocation of attention to a
In many product categories, consumers are integrally engaged in design of a product in order to customize it to their own needs. In such cases, the level of creativity displayed by a consumer may