Customized assembly occurs when a consumer makes customization decisions and participates in the construction or modification of a product. While customization increases satisfaction with the end-product, less is known about the utility derived from the assembly effort. Three studies show that...

This article uses the functionalist perspective of emotion to demonstrate that the influence of sadness on indulgent consumption depends on the presence of a hedonic eating goal. Sadness heightens a person’s sensitivity to the potentially harmful consequences of indulgent consumption, which...