How do consumers reconcile conflicting motives for social group identification and individual uniqueness? Four studies demonstrate that consumers simultaneously pursue assimilation and differentiation goals on different dimensions of a single choice: they assimilate to their group on one...

The results of six experiments indicate that emotional intensity reduces perceived psychological distance. People who described events emotionally rather than neutrally perceived those events as less psychologically distant, including embarrassing autobiographical events (Experiment 1), past and...

Recent developments in the field of artificial intelligence and data analytics are facilitating the automation of some consumer chores (e.g., in smart homes and in self-driving cars) and allow the emergence of big-data-driven, micro-targeting marketing practices (e.g., personalized content...

An increasingly prevalent form of social influence occurs online where consumers read reviews written by other consumers. Do people rely on consumer reviews differently when making experiential purchases (events to live through) than when making material purchases (objects to keep)? Though...