Negotiating the pursuit of multiple goals often requires making difficult trade-offs between goals. In these situations, consumers can benefit from using products that help them pursue several goals at the same time. But do consumers always prefer these multipurpose products? We propose that...

Across six studies, we demonstrate that consumers have beliefs pertaining to the transience of emotion, which, along with their current feelings, determine the extent to which they regulate their immediate affect. If consumers believe that emotion is fleeting, those feeling happy (vs. unhappy)...

Extrinsic incentives play a key role in motivating behavior. However, conflicting findings have been observed with respect to the effectiveness of various extrinsic incentives (e.g., a cash reward vs. a donation to charity) in motivation. We propose a novel framework that accounts for these...