ABSTRACT
A consumer is shopping for a suit for an upcoming job interview. When he tries on one suit, a salesperson mentions how good it looks on him. What does the consumer think of the salesperson? A teenager is eagerly watching American Idol and notices a can of Coke on the judge’s table. What is the teenager’s response toward Coke? A shopper on a Web site sees that the default option on the computer system she is putting together is the most expensive option. Is she more or less likely to choose the default?
