Participants made choices after the salience of their social identities was manipulated. Choices assimilated to the salient identity, whether that identity stemmed from a person's role (e.g., student, family member) or culture (e.g., Chinese, American). Thus, the preferences that participants...

It is generally accepted that forming an implementation intention promotes goal pursuit and achievement. Forming an implementation intention encourages people to develop a plan, to prepare for events that allow for the execution of the plan, and to efficiently respond to these opportunities....

Numerous laboratory studies report on behaviors inconsistent with rational economic models. How much do these inconsistencies matter in natural settings, when consumers make large, real decisions and have the opportunity to learn from experiences? We report on a field experiment designed to...

This research examines how the social context in which gifts are selected influences gift choices. Six experiments show that, when givers select gifts for multiple recipients, they tend to pass up gifts that would be better liked by one or more recipients in favor of giving different gifts to...

In recent years, remarkable progress has been made in behavioral research on a wide variety of topics, from behavioral finance, labor contracts, philanthropy, and the analysis of savings and poverty, to eyewitness identification and sentencing decisions, racism, sexism, health behaviors, and...