Neurobiological theories of affective processing suggest that different affective states can make people more sensitive to the stimulation impinging on different sensory channels. Five experiments show that consumers in a negative affective state experience enhanced sensitivity to the tactile...

Volitional behaviors can be construed as “work” (extrinsically motivated) or as “fun” (intrinsically motivated). When volitional behaviors are construed as an obligation to work, completing the behavior depletes a consumer, and subsequent self-control becomes more difficult. When...

The authors propose a goal-based model of product evaluation and choice. The model is intended to account for the role of momentary goal activations in relatively straightforward product evaluation and choice processes. It contributes by (a) providing a coherent and consistent account for...