How do consumers choose whether to have a rich, creamy Häagen-Dazs ice cream for
dessert or a healthy but perhaps less tasty bowl of fresh fruit? Whether to go on a beach …

Self-regulation failure is often explained as being overwhelmed by impulse. The present
article proposes a novel pathway, presenting a theoretical framework and empirical review …

This article focuses on the bundling of products with promised contributions to charity. Two
lab experiments and one field study are conducted that compare the effectiveness of …

People want to have fun, and they are more likely to have fun if the situation allows them to
justify it. This research studies how people's need for justifying hedonic consumption drives …

Although frequency programs (FPs) have become ubiquitous in the marketplace and a key
marketing-mix tool for promoting customer relationship and loyalty, little is known about the …

The concept of personal or moral norms is ambiguous with regard to its motivational content.
An extension and a refinement of the norm taxonomy are therefore suggested …

Prior research has examined consumers' use of self-control to avoid hedonic (myopic)
temptations, such as overspending and smoking. In this research we investigate the …

Although most research on consumer decision making has focused on individual choices,
the majority of products are purchased and consumed with other products (eg, an appetizer …

The authors document advertisers' application of guilt appeals as a method of influence. A
content analysis of guilt advertisements in 24 magazines reveals that (1) guilt appeals …

Assortment size has been shown to influence whether consumers make a choice, but could
it also influence what they choose? Five studies demonstrate that because choosing from …