The current studies examine how focusing on evaluation of the current self (a “being” mindset) or focusing on the projection of future selves (a “becoming mindset”) influences responses to social comparison information. The studies show that the mindset of individuals, independent of...

Comparing consumption with nonconsumption situations, we propose and test the self-activation effect of advertisements, which holds that attractiveness-relevant products in advertisements can increase consumer self-activation and lower consumer self-evaluation. Four experiments provide support...