In this research, we examine how assortment size influences consumer choice among assortments and, in particular, how assortment attractiveness moderates this process.

This study demonstrates that choice among assortments is a function of consumers' decision focus and, in particular, the degree to which the subsequent task of making a choice from the selected assortment is salient to consumers.

This study examines the role of price as a diagnostic criterion for choosing from assortments in which options are differentiated by subjective factors such as taste, flavor and color.

Examines how traditional context effects, such as extremeness aversion, are affected by the internal properties of choice alternatives. It was proposed that the compromise effect is not only a function of the relational properties of the choice alternatives but also depends on the proximity of the attribute ratings describing each of the alternatives.

The article presents information on several papers that discussed the role of reference points in evaluating price information. The first paper by Tom Meyvis and Alan Cooke examined how consumers evaluate and learn from prices when pricing information in inconsistent across retailers. The effects, the authors found that consumers who are motivated to learn and improve their choices tend to focus on the unfavorable comparisons, resulting in an often unwarranted belief that the chosen store is more expensive than the other stores. The second paper by S. Christian Wheeler discussed how social inferences combine with externally presented reference prices to determine how consumers evaluate purchase outcomes. In a series of three studies, he showed that script violations can change how people evaluate the negotiated price paid for an object, even when the objective outcome itself is constant. The third paper by Alexander Chernev compared two reverse auction price-elicitation strategies: price generation and price selection. Contrary to the common assumption that naming a price will be preferred by consumers because it offers the most precision in articulating one's willingness to pay, this research demonstrates that consumers often prefer to select rather than to generate a price.

Focuses on several options for consumers in choosing the product. Effects of generating options on purchase intent for hedonic and utilitarian products; Affect of preference articulation in consumer choice.

Presents information on a sessions which addressed the biasing effects of consumers' need for consistency on interpreting ambiguous product information. What motivates consumers to hold consistent preferences; Existence of predecisional distortion in preferences.

Focuses on papers presented at a special session of the October 1995 conference of the Association for Consumer Research (ACR). Innovative brand differentiation strategies and their underlying rationales; Pros and cons of being a pioneering brand; Ways in which competing brands can differentiate themselves; Use of similarity to enhance a brand's differentiated position in the market place.