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...

Although complaints document dissatisfaction, some are also humorous. The article introduces the concept of humorous complaining and draws on the benign violation theory—which proposes that humor arises from things that seem simultaneously wrong yet okay—to examine how being humorous helps...

Although consumers typically expect organizations to profit from marketing goods and services, they also believe that certain organizations, like those that focus on religion and health, should prioritize communal obligations. Indeed, consumers may find it morally distressing when communally...