The current research shows that the persuasive impact of messages can be maximized if their framing is matched to where target consumers are in their decision making process at the time they evaluate the message. Results from two experimental studies show that consumers who are in the...

Decision making related to finances is of significant importance. A major factor underlying financial decision making involves differences in consumers' spending self-control (CSSC). We conceptualize CSSC as an individual difference, distinct from general self-control, develop a parsimonious...

Prior research has established that an external threat to an individual's identity can be resolved via an identity-congruent product choice which bolsters his/her identity. In the context of gift giving, we examine how purchasing an identity threatening product can itself create an identity...