Salience and Consumer Choice
---- Acknowledgements -----
We are grateful to David Bell, Tom Cunningham, Matt Gentzkow, Bengt Holmstrom, Daniel Kahneman, Drazen Prelec, Jan Rivkin, Josh Schwartzstein, Jesse Shapiro, Itamar Simonson, Dmitry Taubinski and Richard Thaler for extremely helpful comments. Gennaioli thanks the Barcelona GSE Research Network and the Generalitat de Catalunya for financial support. Shleifer thanks the Kauffman Foundation for research support. The views expressed herein are those of the authors and do not necessarily reflect the views of the National Bureau of Economic Research.