In 2 studies, the authors examined whether or not G. Handler's (1982) schema congruity theory would explain students' evaluations of new products purportedly introduced by companies with established brand names that were congruent, moderately incongruent, or extremely incongruent in relationship to the product. Consistent with this theory, results showed that products associated with moderately incongruent brand names were preferred over ones that were associated with either congruent or extremely incongruent brand names. Results suggest that this finding may be mediated by students' greater elaboration of the incongruent brand name and related information and by the process of resolving incongruity.

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This study examined hindsight bias for team decisions in a competitive setting in which groups attempted to outperform each other. It was anticipated that, because of self-serving mechanisms, individuals would show hindsight bias only when decision outcomes allowed them to take credit for their own team's success or to downgrade another team for being unsuccessful. MBA students playing a market simulation game made hindsight estimates regarding the likelihood that either their own or another team would perform well. Consistent with a self-serving interpretation, when decision outcomes were favorable individuals evaluating their own team, but not those evaluating another, showed hindsight bias. When outcomes were unfavorable individuals evaluating their own team did not show hindsight bias, but those evaluating another team did. Discussion focuses on implications of hindsight bias in team decision-making settings.

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In the context of three laboratory experiments ranging from a computer simulation of purchases to actual product use by subjects, the authors investigate how in-store price promotions affect market share after the promotions have been retracted. They find that the effects of promotion are contingent on both the choice patterns of subjects—whether or not subjects switch among brands—and the ubiquity of promotions in a product category. If only one brand is being promoted and subjects are generally loyal to the last brand purchased, brand choice probability declines from prepromotion levels once the promotion is withdrawn. However, if subjects tend to switch among brands in the absence of promotions, or if several brands are being promoted, this decline is mitigated and/or does not occur.