Although most consumer self-control decisions are made individually, they are rarely made in isolation. Temptations are often simultaneously encountered by multiple members of a group or dyad and thereby susceptible to social influence. However, little is known about these “parallel”...

This research broadens the focus on the addiction process by examining the role of marketing cues in the “pre-addiction” phase of the consumption continuum that is broadly conceptualized to include behavior that may or may not result in addiction. If addictive behavior is to occur then...

This research explores how loyal customers, those who have invested relatively high amounts of effort with a firm in the form of past purchases, respond to randomly determined marketing outcomes (e.g., winning a prize in a random drawing). Across five studies, participants exhibit a “lucky...