Consumer choices are often driven by multiple goals (e.g., career and family), each of which if viewed in isolation may appear to suggest conflicting choices. This article examines the effect of initial goal pursuit on consumers' interest in pursuing unrelated or even conflicting goals. Four...

Do subtle cues for imposed healthy eating make consumers hungry? Imposed healthy eating signals that the health goal was sufficiently met, and thus it increases the strength of the conflicting motive to fulfill one's appetite. Accordingly, consumers asked to sample an item framed as healthy...

We explore how waiting to choose influences patience. We propose that waiting to make an intertemporal choice increases the assumed value of the items for which people are waiting, leading them to become more patient. Five studies support this model. Study 1 finds that after waiting to choose,...