ABSTRACT
Understanding the factors in uencing consumers’ choices is critical for the success of marketing and public policy initiatives and for helping consumers to maximize their satisfaction with their selections. Given the vast amounts of information about products on the Internet, the o en dizzying array of options available (Schwartz, 2004), and the di cult tradeo s consumers face in making such emotion-laden choices as decisions regarding medical care or retirement investments, the centrality of the study of consumer decision making is likely to continue.
