The ability to learn from experience is of central importance to human existence. It allows us to acquire many of the skills we need to complete a wide variety of complicated, multi-step tasks in an efficient manner. It also creates habit – a critical, if often overlooked factor in the product and service choices consumers make. An important new study from the Journal of Consumer Research demonstrates how this “cognitive lock-in” can cause us to remain loyal to a product, even if objectively better alternatives exist.

“We find that consumers typically are not aware that this mechanism is a powerful determinant of the choices they make,” write Kyle B.

Scientists exploring the remote highlands of eastern Suriname discovered 24 species believed to be new to science, including an Atelopus frog with brilliant purple markings, four Eleutherodactylus frog species, six species of fish, 12 dung beetles and an ant species.

The scientists also found 27 species endemic to the Guayana Shield region comprising Suriname and neighboring Guyana, French Guiana and northern Brazil, including a rare armored catfish, Harttiella crassicauda, feared extinct because gold mining activities had contaminated a creek where it was last seen more than 50 years ago.

Technically advanced molecular imaging provides a 3-D way to significantly improve the diagnosis of heart disease, according to researchers.

"The exciting results of our study show that physicians can use our technologically advanced fusion of anatomic and physiological three-dimensional color displays to significantly improve the accuracy of diagnosing heart disease," said Cesar A. Santana, assistant professor of radiology at the Emory School of Medicine in Atlanta, Ga. "In addition, these computer fusion and rendering techniques could be used in the future with molecular imaging agents to detect and guide the treatment associated with coronary artery disease," he added.

What you buy says a lot about you, according to a new study from the June issue of the Journal of Consumer Research. Consider this goal: to spend more time with your family. If you seek out products that expand the amount of quality time you have to share – say, a football to throw around in the yard – you’re a “promotion-focused” consumer. Alternatively, if you are “prevention-focused,” you’ll seek out timesavers, like a new dishwasher, that don’t reduce the amount of time you have to spend with your family.

“We extend this line of research by identifying for the first time the cognitive process that appears to underlie these regulatory focus effects.

It’s totally understandable to feel ambivalent when presented with both positive and negative evidence. However, people often feel ambivalent even when all the news is good or bad, anticipating conflict before it arises. The first empirical demonstration of this reaction appears in new study from the June issue of the Journal of Consumer Research.

“Many people recognize that there are often two sides to every story and that nothing is perfect (or completely worthless),” explains Joseph R. Priester (University of Southern California), Richard E. Petty (Ohio State University) and Kiwan Park (Sungkyunkwan University, South Korea).

Why does foreign money often feel like play money to travelers" Just in time for summer vacation season, an important new study from the June issue of the Journal of Consumer Research examines why spending patterns abroad deviate so much from what we spend at home.

Klaus Wertenbroch (INSEAD, France), Dilip Soman (University of Toronto), and Amitava Chattopadhyay (INSEAD, Singapore) argue that problems arise from a fundamental mistake in how people perceive the value of currency, known as money illusion. The numerical value printed on a bill affects our perceptions of its real purchasing power, biasing consumer judgment during periods of inflation or when using foreign currencies.