How do consumers reconcile conflicting motives for social group identification and individual uniqueness? Four studies demonstrate that consumers simultaneously pursue assimilation and differentiation goals on different dimensions of a single choice: they assimilate to their group on one...

Our review of the learning and training literature revealed four common methods for training people to be more effective negotiators: didactic learning, learning via information revelation, analogical learning, and observational learning. We tested each of these methods experimentally in an...