How do consumers reconcile conflicting motives for social group identification and individual uniqueness? Four studies demonstrate that consumers simultaneously pursue assimilation and differentiation goals on different dimensions of a single choice: they assimilate to their group on one...

In this work, the authors present a novel bandwidth management solution for optimizing overall quality of experience (QoE) of multiple video streaming sessions. Instead of allocating bandwidth equally among competing flows, they propose to tailor the bandwidth allocation to both content...

People exhibit an immediacy bias when making judgments and decisions about humanitarian aid, perceiving as more deserving and donating disproportionately to humanitarian crises that happen to arouse immediate emotion. The immediacy bias produced different serial position effects, contingent on...

Social exchange theories posit that people engage in diverse forms of exchange to enhance their own interests. Knowing whom to exchange with and what to exchange, however, requires an understanding of other people's wants and needs. Gaining such an understanding requires skill at perspective...

Consumers prefer brands positioned around identities they possess. Accordingly, the consumer identity literature emphasizes the importance of a clear fit between brands and target identities, suggesting that identity marketing that explicitly links brands to consumer identity should be most...

We propose that consumers often make choices that diverge from those of others to ensure that they effectively communicate desired identities. Consistent with this identity-signaling perspective, four studies illustrate that consumers are more likely to diverge from majorities, or members of...