This article explores the phenomenon of "hyperopia," or an aversion to indulgence, as introduced by Kivetz and Keinan (<xref ref-type="bibr" rid="rf16">2006</xref>) and Kivetz and Simonson (<xref ref-type="bibr" rid="rf17">2002</xref>). We first develop a measure to capture hyperopia as an individual difference. Three empirical studies use this measure to demonstrate that...

This research explores goal-related categorization processes as part of a three-phase model encompassing both antecedents (goal selection) and consequences (purchase likelihood). In each phase, we identify conditions under which self-control goals (indulgence or restriction goals) and trait...

For sports fans, great games are the close ones—those between evenly matched opponents, where the game remains undecided until the very end. However, the dark side to sporting events is the incidence of traffic fatalities due to game-related drinking. Here, we ask whether the closeness of the...

Consumers hold a common intuition about their preferences for familiar things (e.g., "comfort food") in times of upheaval. This lay theory holds that familiar goods are attractive as a respite from dynamic environments and reflects a naive prediction that familiar favorites ameliorate the...