Kellogg School of Management at Northwestern University
Our faculty explain the reasoning behind some common shopping scenarios.
Research points to four predictors of “choice overload.”
If your customers know you donate to charity, will they like your products more?
Why Bundling Can Sometimes Hurt Sales
Why dieters underestimate calorie counts of meals
Optimizing assortment size based on perceived attractiveness
How loss-aversion influences choice
Performance perceptions of multi-feature products
Decisions are easier when everything is priced the same