Across five studies, this research reveals that feeling powerful increases saving. This effect is driven by the desire to maintain one's current state. When the purpose of saving is no longer to accumulate money, but to spend it on a status-related product, the basic effect is reversed and those...

Consumers use warmth and competence, two fundamental dimensions that govern social judgments of people, to form perceptions of firms. Three experiments showed that consumers perceive nonprofits as being warmer than for-profits but as less competent. Further, consumers are less willing to buy a...

Retail spaces contain copious sensory information that can affect consumers' shopping behavior. This research investigates a novel, yet ubiquitous, retail atmospheric variable: airflow direction. We examine how the sensory experience of frontal (vs. dorsal) airflow energizes consumers in retail...