Consumers often pursue goals (e.g., losing weight) where the chance of attaining the goal increases with some behaviors (e.g., exercise) but decreases with others (e.g., eating). Although goal monitoring is known to be a critical step in self-control for successful goal pursuit, little research...

Despite assertions that coolness sells products, little is known about what leads consumers to perceive brands as cool. This research uses an experimental approach to examine the empirical relationship between consumers’ inferences of autonomy and perceived coolness. Six studies find that...

This research investigates the effect of activation of a negative stereotype on behaviors that are perceived to increase the chance of becoming a member of the stereotyped group. Activation of a negative stereotype (the overweight stereotype) is shown to lead to stereotype-consistent goal...