Volitional behaviors can be construed as “work” (extrinsically motivated) or as “fun” (intrinsically motivated). When volitional behaviors are construed as an obligation to work, completing the behavior depletes a consumer, and subsequent self-control becomes more difficult. When...

Neurobiological theories of affective processing suggest that different affective states can make people more sensitive to the stimulation impinging on different sensory channels. Five experiments show that consumers in a negative affective state experience enhanced sensitivity to the tactile...