Consumer behavior researchers are primarily interested in what happens in the real world. When are people likely to consume a product? How do decisions influence our emotions over time? Many questions such as these can only be answered by studying these topics in everyday life. That is, particular phenomena may not be able to be measured and studied in typical laboratory paradigms. Experiments are useful tools that can provide insights into why people behave in certain ways under various circumstances, but we are fundamentally interested in consumers’ behaviors, choices, emotions, and preferences as they occur in real life.