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We propose that autonomy is a crucial aspect of consumer choice. We offer a definition that situates autonomy among related constructs in philosophy and psychology, contrast actual with perceived autonomy in consumer contexts, examine the resilience of perceived autonomy, and sketch out an agenda for research into the role of perceived autonomy in an evolving marketplace increasingly characterized by automation.

Previous research in consumer behavior and decision-making has explored many important aspects of social observation. However, the effect of social observation during the specific time wherein consumers construct their preferences remains relatively understudied. The present work seeks to fill this knowledge gap and adds to this literature by studying how consumers react to being observed during the preference-construction stage (i.e., prior to reaching their decision). While existing research on social observation focuses on accountability and self-presentation concerns, the present study uncovers an additional unique concern. Specifically, eight studies (three additional studies reported in the web appendix) find that being observed prior to reaching the decision threatens consumers’ sense of autonomy in making the decision, resulting in an aversion to being observed. Furthermore, we find that such threats lead consumers to terminate their decision by avoiding purchase or by choosing default options. Given the extent to which consumers are observed in the marketplace by other individuals and by online platforms, and given the rise in consumers’ privacy concerns associated with such practices, understanding consumer reactions to being observed in the pre-decisional stage is an important topic with practical implications.

With the ever-increasing number of options from which consumers can choose, many decisions are made in stages. Whether using decision tools to sort, screen, and eliminate options, or intuitively trying to reduce the complexity of a choice, consumers often reach a decision by making sequential, attribute-level choices. The current article explores how the order in which attribute-level choices are made in such multistage decisions affects how consumers mentally represent and categorize their chosen option. The authors find that attribute choices made in the initial stage play a dominant role in how the ultimately chosen option is mentally represented, while later attribute choices serve only to update and refine the representation of that option. Across 13 studies (six of which are reported in the supplemental online materials), the authors find that merely changing the order of attribute choices in multistage decision processes alters how consumers (1) describe the chosen option, (2) perceive its similarity to other available options, (3) categorize it, (4) intend to use it, and (5) replace it. Thus, while the extant decision-making literature has mainly explored how mental representations and categorization impact choice, the current article demonstrates the reverse: that the choice process itself can impact mental representations.

People often assume that costlier means lead to better outcomes, even in the absence of an objective relationship in the specific context. Such cost–benefit heuristics in goal pursuit have been observed across several domains, but their antecedents have not been fully explored. In this research, the authors propose that a person's tendency to use cost–benefit heuristics depends on the extent to which that person subscribes to the Protestant Work Ethic (PWE), an influential concept originally introduced to explain the rise of capitalism. The PWE is a core value predicated on the work-specific belief that hard work leads to success, but people who subscribe strongly to it tend to overgeneralize and align other work-unrelated cognitions for consistency. Across ten studies (N = 1,917) measuring and manipulating PWE, robust findings show that people who are high (vs. low) in PWE are more likely to use cost–benefit heuristics and are more likely to choose costlier means in pursuit of superior outcomes. Suggestions are provided for how marketers may identify consumers high versus low in PWE and tailor their offerings accordingly.

In today’s turbulent business environment, customer retention presents a significant challenge for many service companies. Academics have generated a large body of research that addresses part of that challenge – with a particular focus on predicting customer churn. However, several other equally important aspects of managing retention have not received similar level of attention, leaving many managerial problems not completely solved, and a program of academic research not completely aligned with managerial needs. Therefore, our goal is to draw on previous research and current practice to provide insights on managing retention and identify areas for future research. This examination leads us to advocate a broad perspective on customer retention. We propose a definition that extends the concept beyond the traditional binary retain/not retain view of retention. We discuss a variety of metrics to measure and monitor retention. We present an integrated framework for managing retention that leverages emerging opportunities offered by new data sources and new methodologies such as machine learning. We highlight the importance of distinguishing between which customers are at risk and which should be targeted – as they aren’t necessarily the same customers. We identify tradeoffs between reactive and proactive retention programs, between short-term and long-term remedies, and between discrete campaigns and continuous processes for managing retention. We identify several areas of research where further investigation will significantly enhance retention management.

With the ever-increasing number of options from which consumers can choose, many decisions are done in stages. Whether using decision tools to sort, screen, and eliminate options, or intuitively trying to reduce the complexity of a choice, consumers often reach a decision by making sequential, attribute-level choices. The current paper explores how the order in which attribute-level choices are made in such multi-stage decisions affects how consumers mentally represent and categorize their chosen option. The authors find that attribute choices made in the initial stage play a dominant role in how the ultimately chosen option is mentally represented, while later attribute choices serve only to update and refine the representation of that option. Across thirteen studies (six of which are reported in the supplemental online materials), the authors find that merely changing the order of attribute choices in multi-stage decision processes alters how consumers (i) describe the chosen option, (ii) perceive its similarity to other available options, (iii) categorize it, (iv) intend to use it, and (v) replace it (if necessary). Thus, while the extant decision-making literature has mainly explored how mental representations and categorization impact choice, the current paper demonstrates the reverse: the choice process itself can impact mental representations.

To date, research on no-choice options has primarily examined the conditions that foster choice deferral, thus focusing on the frequency with which consumers select the no-choice option. In this article, the authors argue that even if the no-choice option is not selected, its mere presence in the choice set may alter consumers' choices. More specifically, they investigate how decision processes and preferences change when consumers have a no-choice option versus when they are forced to choose from a given choice set. They propose that the inclusion of a no-choice option in a choice set affects preferences by leading consumers to determine not only which alternative is best, but which, if any, are acceptable (i.e., meet the consumer's minimum needs). Accordingly, the authors demonstrate that the inclusion of a no-choice option in the choice set (1) leads to more alternative- (rather than attribute-) based information processing, (2) increases the importance of attributes that are more meaningful when alternatives are evaluated one by one (i.e., enriched attributes), and (3) increases the importance of attributes with levels that are closer to the consumer's minimum needs (thresholds). They demonstrate that such changes influence consumers' preference structures and ultimate choices. They conclude with a discussion of the theoretical, methodological, and managerial implications of these findings.

A great deal of research in consumer decision making and social cognition has explored consumers’ attempts to simplify choices by bolstering their tentative choice candidate and/or denigrating the other alternatives. The current research investigates a diametrically opposed process, whereby consumers complicate their decisions. The authors demonstrate that to complicate their choices, consumers increase choice conflict by overweighting small disadvantages of superior alternatives, converging overall evaluations of alternatives, reversing preference ordering, and even choosing less preferred alternatives. Furthermore, the results from five studies support a unifying theoretical framework: the effort–compatibility principle. Specifically, the authors argue that consumers strive for compatibility between the effort they anticipate and the effort that they actually exert. When a decision seems more difficult than initially expected, a simplifying process ensues. However, when the decision seems easier to resolve than anticipated (e.g., when consumers face an important yet easy choice), consumers artificially increase their effort.

Scientific inquiry often advances in triadic waves of thesis, antithesis, and synthesis. We concur with Simonson [Simonson, I., (2008). Will I Like a “Medium” Pillow: Another Look at Constructed and Inherent Preferences. Journal of Consumer Psychology, this issue.] that BDT's antithesis of preference construction, positioned against the normative utility thesis, may have swung the pendulum too far. Contrary to BDT's focus on constructed preference, inherent preferences — or what may be considered dispositions — are ubiquitous and critical determinants of choice. Thus, a synthesis in decision research is proposed, one in which researchers better bridge inherent and constructed preferences, or more broadly, marketing science and BDT. Such a synthesis, although uncertain and difficult, has the potential to explain the origins of inherent preferences, their slow evolution over time, and their interaction with constructed preferences. In this commentary, we discuss the synthesis between constructed and inherent preferences and how such a synthesis could be conceptualized and modeled. We conclude by suggesting some ways in which behavioral economics might evolve.

Decision making often entails conflict. In many situations, the symptoms of such decisional conflict are conspicuous. This article explores an important and unexamined question: How does observing someone else experiencing decisional conflict impact our own preferences? The authors show that observing others’ emotional conflict and agony over an impending decision makes the observer’s preferences converge to those of the conflicted actor (i.e., choose similarly). Thus this article contributes to the social influence literature by demonstrating that observers’ preferences are not only influenced by an actor’s ultimate choice, but also by the process leading to this choice. For example, in one experiment, participants’ real monetary donations to one of two charities converged to those of a paid confederate who agonized over the decision. Six studies demonstrate this effect and show that it is triggered by empathy and a greater sense of shared identity with the conflicted actor. Accordingly, the studies show the effect is more pronounced for individuals with a greater tendency to empathize with others, and that convergence occurs only if participants deem the actor’s conflict warranted given the decision at hand. The authors also demonstrate important implications of this effect in contexts of group decision making.