The present paper explores the effects of cooperative as opposed to competitive mindsets on self-control. Four experiments provide convergent evidence that self-sufficiency determines the self-regulatory effect of these task structures. As either chronic or primed self-sufficiency rises,...

According to the processing fluency model, advertising exposures enhance the ease with which a brand can be recognized and processed. This increased perceptual fluency in turn leads to more favorable attitudes toward the brand. The present research extends the processing fluency model to examine...