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...

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...

This article explores the potential of a theoretical framework, based on social cognitive theory (SCT), to inspire future research into sustainable consumption. The SCT framework provides a dynamic perspective on sustainable consumption through exploring the interactive nature of personal,...