Always Leave Home Without It: A Further Investigation of the Credit-Card Effect on Willingness to Pay Drazen PrelecDuncan Simester OriginalPaper Pages: 5 - 12
When Bad Things Happen to the Endorsers of Good Products Therese A. LouieRobert L. KulikRobert Jacobson OriginalPaper Pages: 13 - 23
Habit Persistence in Time Series Models of Discrete Choice Rinus HaaijerMichel Wedel OriginalPaper Pages: 25 - 35
Probability and Mode of Acquisition Effects on Choices Between Hedonic and Utilitarian Options Suzanne O'CurryMichal Strahilevitz OriginalPaper Pages: 37 - 49
The Effect of Windfall Gains on the Sunk-Cost Effect Dilip SomanAmar Cheema OriginalPaper Pages: 51 - 62
The Piecemeal Approach to Comparative Advertising A.V. MuthukrishnanLuk WarlopJoseph W. Alba OriginalPaper Pages: 63 - 73
New Brands Versus Brand Extensions, Attitudes Versus Choice: Experimental Evidence for Theory and Practice Michael S. McCarthyTimothy B. HeathSandra J. Milberg OriginalPaper Pages: 75 - 90
The Influence of Personality Traits on the Processing of Visual and Verbal Information Jane Z. SojkaJoan L. Giese OriginalPaper Pages: 91 - 106