Consumers may approach product choice when hungry, tired, aroused or distracted. Such motivational states have extensive effects on product judgment and choice, including increases in perceived
The classic account of escalation of commitment suggests that decision makers have a tendency to become locked into courses of action by throwing good money after bad in dealing with losing projects
Most spending decisions involve conflict in one form or another. Even ordinary decisions like whether to dine out or eat at home can create conflict. Research on self-control typically studies
Time and money are both important but distinct concepts. Spending time allows one to feel personally connected to others (Mogilner and Aaker, 2009), and consider emotional meaning rather than
When do consumers prefer consistency and when will they be more open to change and novel choice options? A large literature has investigated how aspects of the choice context and time horizon can