In two studies, we investigate how differences in self-construal patterns affect preferences for consumption symbols through the process of self-expression. The results of Study 1 demonstrate that individuals with a dominant independent self-construal bold attitudes that allow them to express...

We focus on three critical areas of future research on regulatory fit. The first focuses on how regulatory orientation gets sustained. We argue that there are two distinct approaches that bring about the 'just right feeling': (1) process-based (involving the interaction between regulatory...

n three longitudinal experiments, conducted both in the field and lab, we investigate the recollection of mixed emotions. Results demonstrate that mixed emotions are generally underreported at the time of recall, an effect which appears to grow over time and does not occur to the same degree...

In two longitudinal experiments, conducted both in the field and lab, we investigate the recollection of mixed emotions. Results demonstrate that the intensity of mixed emotions are generally underestimated at the time of recall - an effect which appears to increase over time and does not occur...

This research examines how a focus on time versus money can lead to two distinct mindsets that impact consumers' willingness to donate to charitable causes. The results of three experiments, conducted both in the lab and in the field, reveal that asking individuals to think about "how much time...

What types of products are preferred when the purchase is immediate versus off in the distant future? Three experiments address this question by examining the influence of temporal perspective on evaluations of regulatory-framed products. The results reveal that when a purchase is about to be...

This research sheds insight on the psychological impact of mixed emotions on attitudes. In three experiments, we show that persuasion appeals that highlight conflicting emotions (e.g. both happiness and sadness) lead to less favorable attitudes for individuals with a lower propensity to accept...

Considerable research in consumer experimental psychology has examined the self-expressive role of brands but has found little support for the premise that the interaction of the personality traits associated with a brand and those associated with an individual's self-concept influence...