When consumers shop, the flooring underfoot can prompt bodily sensations-a sense of comfort from soft carpeting or fatigue from hard tile flooring. Like moods, such bodily sensations may foster context effects on the products shoppers observe. However, whereas moods prompt only assimilation...

Existing inquiry on self-control reveals an inconsistency. The mainstream research on myopic behavior suggests that consumers’ use of a high versus low construal level should lead them to exhibit less indulgence. However, more recent work on hyperopia implies the opposite. This research...

Much research has explained regulatory focus effects via the alternative psychological states (eagerness vs. vigilance) people experience when they adopt different regulatory foci. This article identifies for the first time the cognitive mechanism that underlies regulatory focus effects. We...

This article demonstrates that variations in ceiling height can prime concepts that, in turn, affect how consumers process information. We theorized that when reasonably salient, a high versus low ceiling can prime the concepts of freedom versus confinement, respectively. These concepts, in...