I. THE FORMATION OF PREFERENCES. 1. Introduction: The Nature of Consumer Behavior. 2. Availability of Well-Defined Internal Knowledge and the Attitude Formation Process: Information Aggregation Versus Self-Perception. 3. Consumer Preference Formation and Pioneering Advantage. 4. Order-of-Entry Effects on Consumer Memory and Judgment: An Information Integration Perspective. 5. Managing What Customers Learn from Experience. 6. Competitive Strategies for Late Entry into a Market with a Dominant Brand. II. ATTRIBUTE PERCEPTION AND COGNITIVE REFERENTS. 7. Features of Similarity. 8. Alternative Approaches to Understanding the Determinants of Typicality. 9. The Effects of Brand Positioning Strategies on Consumers' Brand and Category Perceptions: Some Insights from Schema Research. 10. A Reference Price Model of Brand Choice for Frequently Purchased Products. 11. Using Dominance Measures to Evaluate Brand Extensions. III. BRAND/ATTRIBUTE INTERDEPENDENCIES IN EVALUATION. 12. Why Are Some Problems Hard? Evidence from the Tower of Hanoi. 13. Meaningful Brands from Meaningless Differentiation: The Dependence on Irrelevant Attributes. 14. Consumer Evaluations of Brand Extensions. 15. Decision Structuring with Phantom Alternatives. IV. CONTEXT EFFECTS AND DECISION MAKING. 16. Task Complexity and Contingent Processing in Decision Making: An Information Search and Protocol Analysis. 17. Rational Choice and the Framing of Decisions. 18. Agendas and Consumer Choice. 19. The Influence of External Constraints on Brand Choice: The Lone-Alternative Effect. 20. Adding Asymmetrically Dominated Alternatives: Violations of Regularity and the Similarity Hypothesis. 21. Choice Based on Reasons: The Case of Attraction and Compromise Effects.
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