Whether the goal is to improve or predict consumer decisions, understanding human judgment and choice processes long has been recognized as an essential component in the study of marketing. Though several reviews of judgment and choice research have been published recently (Abelson and Levi 1985; Einhom and Hogarth 1981; Pitz and Sachs 1984; Slovic, Lichtenstein, and Fischhoff 1985), relatively little attention has been given to the growing body of knowledge on consumer (including industrial buyer) judgment and choice. Consumer judgment and choice researchers face unique conceptual, contextual, and methodological problems that warrant special attention.