He demonstrated the "compromise effect", whereby consumers often select the middle or, alternatively, an "extreme" option in a set regardless of its real values.

One of our primary goals is to get consumers and pest control professionals to select alternative methods.

As fuel costs increase, more consumers select more efficient vehicles.

The consumer selects his/her purchase from among the assortment carried by the most accessible store.

With Home Automation, the consumer can select and watch cameras live from an Internet source to their home or business.

"From an advertiser's perspective, what makes this an incredibly attractive advertising vehicle is that you know the consumer actually selected the program," he said.

Selective exposure: consumers select which promotional messages they will expose themselves to.

Selective attention: consumers select which promotional messages they will pay attention to.

Consumer advocates say it makes little difference which company a consumer selects; the data are largely the same.

What has to be recognized, though, is that to a large extent, consumers select the stimuli to which they will respond.