Consumers are willing to pay a premium for products that elicit their envy. The more people compared themselves to a superior other, the higher the envy premium was. Yet, the emotion envy and not the upward comparison drove the final effects. The envy premium only emerged for a desirable product...

Contrary to the common assumption that positive emotions generally lead to favorable behavioral intentions, feelings of pride can decrease consumers' repurchase intentions. Results from three experimental studies demonstrate that the impact of pride on repurchase intentions is contingent on...

We present a motivational account of the impact of emotion on decision making, termed the feeling-is-for-doing approach. We first describe the psychology of emotion and argue for a need to be specific when studying emotion's impact on decision making. Next we describe what our approach entails...

Consumers believe that small package formats of hedonic, but not of utilitarian, products help to regulate consumption-especially when their self-regulatory concerns are activated. These beliefs may backfire and increase consumption of hedonic products. Specifically, activating self-regulatory...