Consumers often encounter reminders of resource scarcity. However, relatively little is known about the psychological processes that such reminders instantiate. In this article, we posit that reminders of resource scarcity activate a competitive orientation, which guides consumers’ decision...

The authors examine how a reference to an unrelated product in the choice context impacts consumers' likelihood of donating to charity. Building on research on self-signaling, the authors predict that consumers are more likely to give when the donation appeal references a hedonic product, as...

People are frequently challenged by goals that demand effort and persistence. As a consequence, philosophers, psychologists, economist and others have studied the factors that enhance task motivation. Using a sample of undergraduate students and a sample of working adults, we demonstrate that...