Behavioral Science in the Wild

Decades of research suggest that the context in which decisions are made matters in specific and systematic ways. Recent findings, however, question whether many of the past findings – primarily coming out of controlled laboratory experiments – generalize to and have impact on real world consumer behavior. In a set of investigations using consequential real world data we shed light on where and how such lab-identified effects occur and matter in the market, as well as uncover key moderators that elucidate some of the mechanisms underlying these phenomena, along with potentially novel effects of decision context.