From “Chick Beer” to “Dryer sheets for Men,” identity-based labeling is frequently deployed to appeal to people who hold the targeted identity. However, five studies demonstrate that identity appeals can backfire, alienating the very individuals they aim to attract. We begin by...

Six studies investigate when and why bad news is good. When facing a difficult decision (e.g., whether or not to have surgery), people may paradoxically feel better with — and even prefer — objectively worse news (e.g., “you have a severe injury”) versus objectively better news (e.g.,...