Across six studies, we demonstrate that consumers have beliefs pertaining to the transience of emotion, which, along with their current feelings, determine the extent to which they regulate their immediate affect. If consumers believe that emotion is fleeting, those feeling happy (vs. unhappy)...

This research examines how the visual perspectives that people take to appraise an event, that is, whether they view themselves as actors in the situation or observers of it, influence the intensities of the emotions they experience. We predict that in a situation that elicits emotions, greater...

This research investigates how consumers respond to food-related temptations as a function of recalling their own behavior when faced with a similar temptation in the recent past. Bringing together different streams of relevant research, we propose and find that chronically nonimpulsive...

We demonstrate the effect of consumers' lay theories of self-control on goal-directed behavior as evidenced by New Year's and other resolutions. Across three studies, we find that individuals who believe that self-control is a malleable but inherently limited (vs. unlimited) resource tend to set...

Three experiments investigate the emotions that arise from buying or not buying at an unintended purchase opportunity and how they color evaluations of affective advertising appeals that are viewed subsequently. We demonstrate that buying can cause happiness tempered with guilt, while not buying...

Recent research has identified a positivity effect in consumers' evaluations of agents, such as friends and professional critics, who provide word-of-mouth evaluations and recommendations. Specifically, agreement with an agent on previously loved alternatives is perceived as more diagnostic of...

Prior research has shown that individuals are often susceptible to a false consensus effect, whereby they overestimate the extent to which others share their opinions. In three studies, we show that the strength of the false consensus effect is moderated by the valence of one's own opinion, such...

This research presents a comprehensive conceptual model of the dynamics of goal revision over multiple periods. First, based on an integrative literature review, we derive four principles that govern how individuals update their goals over time (monotonicity, diminishing sensitivity, aspiration...