Individuals possess social identities that contain unique, identity-relevant attitudes, behaviors, and beliefs providing “what-to-do” information when enacting that identity. We suggest that social identities are also associated with specific discrete emotion profiles providing...

The majority of literature looking at self-control dilemmas has focused on short-term positive and long-term negative affective outcomes arising from indulgence. In two studies, we find evidence for more complex emotional responses after indulgent consumption. We show that consumers feel...