Two experiments show that a shortage of self-regulatory resources results in more risk aversion in mixed-gamble (gain/loss) situations. The findings support a dual process view that distinguishes between a rational and an affective information processing system, in which self-regulatory...

Evaluative conditioning is an important determinant of consumers' likes and dislikes. Three experiments show that it can result from two types of learning. First, stimulus-stimulus (S ndash; S) or referential learning allows a conditioned stimulus (e.g., a brand) to acquire valence by triggering...

Contrary to predictions based on cognitive accessibility, heightened gender identity salience resulted in lower perceived vulnerability and reduced donation behavior to identity-specific risks (e.g., breast cancer). No such effect was manifest with identity-neutral risks. Establishing the...