This research examines how the social context in which gifts are selected influences gift choices. Six experiments show that, when givers select gifts for multiple recipients, they tend to pass up gifts that would be better liked by one or more recipients in favor of giving different gifts to...

People often shop when feeling sad, but whether and why shopping reduces residual (lingering) sadness remains an open question. Sadness is strongly associated with a sense that situational forces control the outcomes in one’s life, and thus we theorized that the choices inherent in shopping...

The growing purchasing power and unique purchase behaviours of Generation Z have captivated the attention of academics, marketers, and researchers, who are keen to understand the nuances of this cohort's consumption patterns. While current studies focus on factors influencing consumer choices,...

Why are some people more optimistic about their life than others? Literature on locus of control suggests that optimism is associated with the belief that one’s life outcomes are controlled by internal factors, such as ability, instead of external factors, such as powerful others or chance....