Although most consumer self-control decisions are made individually, they are rarely made in isolation. Temptations are often simultaneously encountered by multiple members of a group or dyad and thereby susceptible to social influence. However, little is known about these “parallel”...

This research explores how loyal customers, those who have invested relatively high amounts of effort with a firm in the form of past purchases, respond to randomly determined marketing outcomes (e.g., winning a prize in a random drawing). Across five studies, participants exhibit a “lucky...

This research explores goal-related categorization processes as part of a three-phase model encompassing both antecedents (goal selection) and consequences (purchase likelihood). In each phase, we identify conditions under which self-control goals (indulgence or restriction goals) and trait...

Dynamic pricing practices by sellers in response to segment and individual-level differences have been made more feasible as internet buyer behavior increases. While benefits from these pricing practices can accrue to sellers and buyers, the potential for (un)fairness perceptions to mitigate...

This article explores the phenomenon of "hyperopia," or an aversion to indulgence, as introduced by Kivetz and Keinan (<xref ref-type="bibr" rid="rf16">2006</xref>) and Kivetz and Simonson (<xref ref-type="bibr" rid="rf17">2002</xref>). We first develop a measure to capture hyperopia as an individual difference. Three empirical studies use this measure to demonstrate that...

Although positive affect may enhance self-control, some research suggests that this is not always the case. To clarify this relationship, we investigate the role of temporal focus on the effect of specific positive emotions on self-control dilemmas in snack consumption. In four studies, we...

Self-control is typically viewed as a battle between willpower and desire. The authors focus on the desire side of the equation and extol the positive effect of faster satiation that makes unhealthy behaviors less tempting. They demonstrate that consumers higher in trait self-control demonstrate...