This research investigated motivational influences associated with age on responses to emotional advertisements. Experiment 1 showed increased liking and recall of emotional ads among older consumers and that time horizon perspective moderates these age-related differences. Experiment 2 revealed...

The majority of literature looking at self-control dilemmas has focused on short-term positive and long-term negative affective outcomes arising from indulgence. In two studies, we find evidence for more complex emotional responses after indulgent consumption. We show that consumers feel...

This research examines the impact of asking intention questions about "vice behaviors," or behaviors about which respondents simultaneously hold both negative explicit and positive implicit attitudes. Asking questions about the likelihood of engaging in behaviors for which respondents maintain...

Individuals possess social identities that contain unique, identity-relevant attitudes, behaviors, and beliefs providing “what-to-do” information when enacting that identity. We suggest that social identities are also associated with specific discrete emotion profiles providing...