This research uncovers a counterintuitive effect of negative information, showing that under specifiable conditions people will be more favorably disposed to a product when a small dose of negative information is added to an otherwise positive description. This effect is moderated by processing...

Self-efficacy constitutes a key factor that influences people's inclination to engage in effortful tasks. In this study, we focus on an interesting interplay between two prominent factors known to influence engagement in effortful tasks: the timing of the task (i.e., whether the task is...

This research shows that defining the self in terms of the future (i.e. becoming mindset) increases prudent choices and preferences whereas defining the self in terms of the here and now (i.e. being mindset) increases indulgent choices and preferences. First, the relation between...

Consumers are less likely to save under a resource deficiency mindset than under a resource abundance mindset. However, when shifting consumers' focus to their future-self (vs. their current self), the effect is reversed and saving behavior increases under a resource deficiency mindset

The current research suggests that consumers’ choices and preferences shift depending on their time-oriented mindset. More specifically, we show that when consumers think about their current selves (i.e. are in a “being” mindset) they are more likely to be hedonic. However, when consumers...

Individuals acknowledge the importance of engaging in virtuous behaviors, but find them difficult. Past research suggests that a distant-future focus may result in more commitment. This research demonstrates that, for certain consumers, distant-future execution timing may discourage commitment....

The current research examines the non-trivial destructive effect of consumers' motivation on performance. By conceptualizing resource-depletion as a continuous state, a low point of severe depletion from which recovery is less likely to occur is identified. We propose that extreme levels of...