Consumers frequently face intertemporal choices where they must trade-off outcomes occurring at different points in time. These choices challenge consumers because they involve trading off
Behavioral and targeted advertising promises significant gains for firms and reduce search costs and better meet consumer needs (Chen & Stallaert 2010; George & Hogendorn 2012; Yan et al.
Product customization, whereby consumers self-design their products using a seller’s mass customization (MC) interface, has the potential to provide consumers with offers that closely match their
The ego depletion model posits that the ability to exert selfcontrol relies on a limited resource of the self (Baumeister, Bratslavsky, Muraven, and Tice 1998). Consistent with this model, numerous
In five experiments, we show how the “fit” of an item with a set of similar items affects choice. We find that people have a notion of a set that fits together—one where all items are the same,
