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University. The authors contributed equally to this article. The authors thank the two anonymous JMR reviewers for their helpful comments during the review process. The article benefited from discussions with The authors find that exposure to different types of categories or assortments in a task creates a mind-set that changes how consumers process(More)
The authors explore how firms can enhance consumer performance in online idea generation platforms. Most, if not all, online idea generation platforms offer all consumers identical tasks in which (1) participants are granted access to ideas from other participants and (2) ideas are classified into categories, but consumers can navigate freely across idea(More)
P eople view uncertain events as knowable in principle (epistemic uncertainty), as fundamentally random (aleatory uncertainty), or as some mixture of the two. We show that people make more extreme probability judgments (i.e., closer to 0 or 1) for events they view as entailing more epistemic uncertainty and less aleatory uncertainty. We demonstrate this(More)
We argue that people intuitively distinguish epistemic (knowable) uncertainty from aleatory (random) uncertainty and show that the relative salience of these dimensions is reflected in natural language use. We hypothesize that confidence statements (e.g., “I am fairly confident,” “I am 90% sure,” “I am reasonably certain”) communicate a subjective(More)
In one laboratory study and one field study conducted with a large, representative sample of respondents, we show that seemingly innocuous questions that precede a conjoint task, such as demographic and usage-related screening questions can alter the price sensitivities recovered from the main conjoint task. The findings demonstrate that whether these prior(More)
Whereas prior literature has studied the positive effects of curiosity-evoking events that are integral to focal activities, we explore whether and how a curiosity-evoking event that is incidental to a focal activity induces negative outcomes for enjoyment. Four experiments and 1 field study demonstrate that curiosity about an event that is incidental to an(More)
We argue that people intuitively distinguish epistemic (knowable) uncertainty from aleatory (random) uncertainty and show that the relative salience of these dimensions is reflected in natural language use. We hypothesize that confidence statements (e.g., " I am fairly confident, " " I am 90% sure, " " I am reasonably certain ") communicate a subjective(More)
Explicit suggestions by retailers or implicit contextual factors can highlight either similarities or differences in product comparisons. In five laboratory studies, the authors demonstrate that these highlighted comparison frames do not single-handedly dictate consumer's attention to similarities versus differences. The authors identify a key factor,(More)
their helpful comments on earlier versions of the manuscript. 3 Changes in consumers' category width (the level of coarseness-fineness with which people categorize objects) alter their decision making processes, which in turn alter their categorizing and purchasing behavior. Participants manipulated to be broad categorizers base their decisions on fewer,(More)
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