Behavioral economics has shown that individuals sometimes make decisions that are not in their best interest. This insight has prompted calls for behaviorally-informed policy interventions popularized under the notion of "libertarian paternalism". This type of soft paternalism aims at helping...

This dissertation deals with the motivational foundations of consumer behavior. The dissertation utilizes insights mainly from motivational psychology, biology, and neuroscience to investigate why we are motivated to consume certain goods, but not others. In particular, the dissertation...