Participants made choices after the salience of their social identities was manipulated. Choices assimilated to the salient identity, whether that identity stemmed from a person’s role (e.g., student, family member) or culture (e.g., Chinese, American). Thus, the preferences that participants...

Consumers pursue numerous goals that are linked to particular time frames. Might one’s likelihood of agreeing to pursue a goal fluctuate even if nothing about the goal’s objective features changes, but if instead the only change is in how the time allotted for goal pursuit is described?...