A new study in the Journal of Consumer Research looks at the ways consumers compare their creations to those designed by professionals.

It's common for retailers to bundle two different products (like razors and blades) together and describe one as free. A new study in the Journal of Consumer Research shows that this strategy leads consumers to devalue the items when they're sold individually.

Consumers are often told that if they break an item, they buy it. But a new study suggests that if they just touch an item for more than a few seconds, they may also end up buying it.

Previous research has shown that expressing preference for two commercial products makes us more willing to purchase not only one of these products but also different products that we consider later on. The increased purchase intentions are due to a mind-set that is activated in the process of comparing those products.