We examined whether consumers seek more or less variety when shopping on an empty stomach. The data show that hunger increases variety seeking when consumers make multiple food choices at once. In a first study, participants in the hungry condition selected a more varied flavor set than satiated...

The present research demonstrates that repeated active choice-making increases the susceptibility of consumers to salient affective product features. We show that affective features influence product choice more after a series of active product choices than after a series of compliances with...

In daily life, people are often exposed to food temptations, such as ads for chocolate or friends offering cookies. This article examines how consumers respond to such food temptations. We investigate whether food temptations, differing in strength (weak vs. strong), lead consumers to eat more...

This paper attempts to provide an evolutionary explanation for humans' motivation to strive for money in present-day societies. We propose that people's desire for money is an adaptation of their desire for food. In three studies we show that feelings of financial and caloric scarcity are...

Research presented in this article examines the impact of private self-awareness on consumer decision making. Three studies report converging evidence that by increasing self-awareness, consumers encounter fewer problems in determining their product attitudes and, thereby, behave in a way that...

People frequently fail to see themselves as environmentally-conscious consumers; one reason for this is that they are oftentimes prone to dismissing their more common ecological behaviors (e.g., avoid littering) as non-diagnostic for that particular self-image. The cueing of commonly performed...