Prior research has established that people's own physical attractiveness affects their selection of romantic partners. The current work provides further support for this effect and also examines a different yet related question: when less attractive people accept less attractive dates, do they...

Understanding the roles of emotion and cognition in forming preferences is critical in helping firms choose effective marketing strategies and consumers make appropriate consumption decisions. In this work, we investigate the role of the emotional and cognitive systems in preference consistency...

We propose a two-stage model to describe the increasing concreteness of consumers' goals during the shopping process, testing the model with a series of field experiments at a convenience store. Using a number of different process measures (experiment 1), we first established that consumers are...

The current research examines how price promotions influence postpurchase hedonic consumption experience. On the one hand, getting a good deal can elevate moods and dampen the “pain of payment,” thus enhancing consumption enjoyment. On the other hand, discounts also reduce sunk-cost...