Four experiments demonstrate that culture-based differences in persuasion arise when information is processed in a cursory, spontaneous manner, but dissipate when one's intuitions are supplemented by more deliberative processing. North Americans are more persuaded by promotion-focused...

The paper pulls together streams of culture-related research found in information processing and behavioral decision theory literatures, and complements them with a focus on motivations and goals. We propose a framework that suggests that (a) the treatment of culture is useful when it...

Across six field and laboratory experiments, participants assigned a more concretely-framed prosocial goal (e.g., making someone smile or increasing recycling) felt happier and reported creating greater personal happiness after performing a goal-directed act of kindness than did those who were...

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...

This research examines the effect of target marketing on members of the advertiser's intended audience as well as members not in the target market: the nontarget market. The results of 3 experiments show that unfavorable nontarget market effects are stronger for members of nondistinctive groups...

The results of five field and laboratory experiments reveal a quot;time vs. money effectquot; whereby activating time (vs. money) leads to a favorable shift in product attitudes and decisions. Because time increases focus on product experience, activating time (vs. money) augments one's personal...

What types of products are preferred when the purchase is immediate versus off in the distant future? Three experiments address this question by examining the influence of temporal perspective on evaluations of regulatory-framed products. The results reveal that when a purchase is about to be...