In a now-famous experiment published in the Journal of Consumer Research, Baba Shiv and Alexander Fedorikhin asked students to choose between chocolate cake or a healthy fruit salad. Prior to that, ...

Both intuition and past research suggest that whether people deem someone trustworthy depends on that person's past behavior and reputation for betrayal. In a series of experiments, psychologists ...

Both intuition and past research suggest that whether people deem someone trustworthy depends on that person’s past behavior and reputation for betrayal. In a series of experiments, psychologists ...