Imagine you are at a restaurant, de

Imagine you are at a restaurant, deciding whether to order chocolate cake for dessert. However, before you place your order, the waiter informs you that the lemon meringue, a dessert item you were not aware of and hence had not been considering, is no longer available. Similarly, when buying movie tickets online for Vantage Point, one may find that tickets for Juno are sold out, or when shopping for a house, one will come across listings of already-sold condos and coops. These scenarios illustrate common situations in which consumers, in the process of making a decision, become aware that other, previously unconsidered options are no longer available.