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...

Consumers generally prefer products that are easy to interact with. In three studies, we show that this preference arises from the fit between product orientation and monitored situational constraints. Flexible right-handers, who monitor situational constraints, recall product orientations...

Self-control theories have focused on various aspects of the processes involved in exerting self-control. In the present paper, we intend to add to this literature by demonstrating that exerting self-control leads one to narrow one's attention and cognition, inducing a narrow mindset. We...