This research examines the effect of regulatory fit on self-regulation. People experience regulatory fit when their strategy of goal pursuit fits (vs. conflicts) with their regulatory focus. Four experiments provide support for the hypothesis that regulatory fit improves whereas regulatory...

This research examines how construal level (i.e., how abstractly or concretely people represent information in memory) affects consumers' responses to mixed emotions appeals. The results of five studies show that, consistent with prior research, participants experienced discomfort when they...

Results from six experiments support the hypothesis that an accessible independent self-construal promotes a greater reliance on feelings in making judgments and decisions, whereas an accessible interdependent self-construal promotes a greater reliance on reasons. Specifically, compared to an...

Four studies investigate how consumers' regulatory orientation and the decision strategies used to process message information affect their judgments. Evaluations of the chosen brand were more favorable when individuals with a prevention focus used decision strategies that enhanced the accuracy...

This article examines consumer choice as a function of the perceptual similarity of the options in the decision set. In particular, we examine a scenario in which a set of options is extended by adding alternatives that change its perceptual characteristics, increasing the salience of one of the...

Are romance movies more desirable when people are cold? Building on research on (bodily) feeling-as-information and embodied cognition, we hypothesize that physical coldness activates a need for psychological warmth, which in turn leads to an increased liking for romance movies. Four laboratory...