Partitioned pricing is a widely used pricing strategy, but little is known about the buyer characteristics that influence its effectiveness. The current research contributes to the pricing literature by investigating the impact of regulatory focus on the perceived attractiveness of partitioned...

Past research offers conflicting findings on whether sadness-evoking charity appeals help solicit a donation. To reconcile these findings, we introduce prospective donors' regulatory focus as a moderator for understanding when and why sadness appeals motivate or demotivate giving. Specifically,...

Purpose: Anger has become one of the dominantly experienced emotions in recent years, particularly under the COVID-19 pandemic. Considering the critical role that anger plays in consumers’ lives, the present research examines how feeling angry about money influences consumers’ spending and...

Given the prevalence of bounded morality and possibly tainted financial gains, this research examines how feeling guilty about money changes consumer spending. Extending the research on mental and emotional accounting, we propose that consumers also engage in “moral accounting”: consumers...