We examine how making mortality salient affects consumer choices. We develop a new theoretical framework predicting when consumer behaviors will be more (less) indulgent when mortality is salient, arguing that individuals focus more of their limited self-regulatory resources on domains that are...

This work examines the process through which thrift versus prestige goals can nonconsciously affect decisions in a choice task. Drawing upon research on nonconscious goal pursuit, we present a theoretical framework detailing how consumer choices are affected by incidentally activated goals. We...

This article presents an introduction to and analysis of an emerging area of research, namely decision neuroscience, whose goal is to integrate research in neuroscience and behavioral decision making. The article includes an exposition of (1) how the exponential accumulation of knowledge in...