Consumers are willing to pay a premium for products that elicit their envy. The more people compared themselves to a superior other, the higher the envy premium was. Yet, the emotion envy and not the upward comparison drove the final effects. The envy premium only emerged for a desirable product...

Consumers believe that small package formats of hedonic, but not of utilitarian, products help to regulate consumption-especially when their self-regulatory concerns are activated. These beliefs may backfire and increase consumption of hedonic products. Specifically, activating self-regulatory...

Common sense suggests that consumers make more satisfying decisions as they consider their options more closely. Yet we argue that such close consideration can have undesirable consequences because it may induce attachment to the options--a sense of prefactual ownership of the choice options....

Contrary to the common assumption that positive emotions generally lead to favorable behavioral intentions, feelings of pride can decrease consumers' repurchase intentions. Results from three experimental studies demonstrate that the impact of pride on repurchase intentions is contingent on...

The decision-making literature has consistently reported that decisions to maintain the status quo tend to be regretted less than decisions to change it. We examine the consequences of repeat purchasing (maintaining the status quo) versus switching in the context of information regarding the...