Understanding how emotions can affect pleasure has important implications for both individuals and for firms’ communication strategies. Prior research has shown that experienced pleasure often assimilates to the valence of one’s active emotions, such that negative emotions decrease pleasure....

A great deal of academic research across a variety of disciplines has demonstrated that consumers generally respond favorably to products offered by brands with a reputation for innovativeness. The current research demonstrates an important, and previously unconsidered, psychological antecedent...

When should retailers offer promotions with uncertain rewards? The current research investigates this question and finds there are instances when uncertain incentives may seem more attractive than their expected value. For example, a lottery between small and large rewards may even be as...

Consumers often encounter reminders of resource scarcity. However, relatively little is known about the psychological processes that such reminders instantiate. In this article, we posit that reminders of resource scarcity activate a competitive orientation, which guides consumers’ decision...