The Norm Activation Model (NAM; Schwartz, 1977) is a vested model that explains altruistic and environmentally friendly behaviour. Although research states that anticipated pride and guilt are associated with the NAM, these associations are not yet fully understood. The current study provides an...

The authors argue that behavior in economic contexts will be better understood when it is taken into account that contexts can evoke self-regulatory strategies reflecting a promotion or prevention focus and that such contexts meet individuals with preferences for a specific kind of...

Most contemporary self-control theories share two core assumptions. They assume that indulgence is the default option in self-control decision situations, and that successful self-control requires top down interference, either in the form of willpower (direct top down interference) or in the...

Attractive bonuses and large discounts are often successfully used to attract new customers and increase sales. However, from a marketing perspective these attractive opportunities might have a negative side effect, as they decrease subsequent sales to the consumers who missed them. In this...

The purpose of the present paper is to discuss an important component of workers’ willingness to perform at their jobs, that is, their achievement motivation. More specifically, we will discuss the conceptualization of the four achievement goals from the 2×2 achievement goal framework and...

While promotion-focused individuals conceptualize goals as ideals and opportunities, prevention-focused individuals conceptualize goals as obligations and necessities. Due to these different goal conceptualizations, prevention-focused parties are expected to set the framework for agreements in...