Consumers use products to signal status in different ways. We propose a classification system employing four tiers to explain consumers' choice among subtly or conspicuously branded items based on how and to whom they wish to signal. The first tier consists of consumers who are well-acquainted...

People often take on tasks again and again that lead to identical outcomesâ "what we refer to as recurring goals (e.g., getting up in time to catch the early train and arrive at work on time). This research documents how effort increases in response to goal attainment in a recurring goal...