From “Chick Beer” to “Dryer sheets for Men,” identity-based labeling is frequently deployed to appeal to people who hold the targeted identity. However, five studies demonstrate that identity appeals can backfire, alienating the very individuals they aim to attract. We begin by...

In three sets of experiments involving 5,432 subjects, we show that agents make more errors when doing so allows them to justify selfish behavior. We show that errors relating to addition arise when they can help to justify selfishness but are eliminated when selfish motives are removed. In...

We test the main predictions of the rational addiction model, reconceptualized as rational habit formation, in the context of handwashing. To track habit formation, we design soap dispensers with timed sensors. We test for rational habit formation by informing some households about a future...