Consumers often use products, such as language learning apps or fitness trackers, to aid them in their goal pursuits. In long-term goal pursuit, setbacks and struggles are inevitable and may lead consumers to disengage from the goal and discontinue the use of goal-relevant products. How can...

Six studies (N = 3,209) demonstrate that introducing a period in which consumers must work-to-unlock continuous rewards increases persistence relative to when consumers can earn continuous rewards for their effort right away. When working to unlock rewards, consumers must complete a target...

How does spending from a used (vs. unused) account affect consumption behavior? In one large dataset (N=210,586) and six studies (N=6,055), we find that consumers are more likely to spend resources on non-essential items and activities from a used (vs. unused) account. This is because consumers...

Extremeness aversion—the tendency for consumers to prefer middling options in a choice set—is an incredibly robust and well-studied phenomenon (Neumann, Böckenholt, and Sinha 2016; Simonson 1989; Simonson and Tversky 1992; Tversky and Simonson 1993). However, there is still an unanswered question as to...

Does how much self-control consumers exert to choose a goal-consistent action influence their perceptions of goal progress? For example, if you choose to go to the gym when one of your favorite television shows is on (vs. when there is nothing interesting on TV), do you perceive that you have...

Along the path of struggling to reach their personal and organizational long-term goals, the experience of an initial subgoal failure can lead individuals to feel less committed to their overall goal and even to give up entirely on reaching it. In one field study and three lab studies, we...

Consumers with limited discretionary money face important trade-offs when deciding how to spend it. In the current research, we suggest that feelings of financial constraint increase consumers' concern about the lasting utility of their purchases, which in turn increases their preference for...

We partnered with Walmart to test 22 nudges designed to boost vaccination rates in their pharmacies. Nudges were delivered via text message to over 650,000 Walmart pharmacy patients in the fall of 2020 and encouraged patients to visit Walmart for a flu vaccine. We demonstrate that behaviorally...