Research on the role of identity in choice varies widely across fields like psychology, philosophy, consumer behavior, and economics, in both the key questions addressed and the methods of investigation. Although a large literature has established how salient aspects of identity affect attitudes...

We present a new event-level predictor of comparative optimism: comparative optimism is larger for more socially undesirable events. A meta-analysis shows that event social undesirability predicts comparative optimism effect sizes reported in the literature, over and above the effects of other...

Categorization is a core psychological process that is central to decision making. While a substantial amount of research has been conducted to examine individual categorization behavior, little is known about how the outputs of individual and group categorization may differ. Four experiments...

This research contributes to the current understanding of language effects in advertising by uncovering a previously ignored mechanism shaping consumer response to an increasingly globalized marketplace. We propose a language-specific episodic trace theory of language emotionality to explain how...

In some product categories, low-priced brands are consistently of low quality, but high-priced brands can be anything from terrible to excellent. In other product categories, high-priced brands are consistently of high quality, but quality of low-priced brands varies widely. Three experiments...