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...

Although previous research has shown that helping others leads to higher happiness than helping oneself, people frequently predict that self-serving behavior will make them happier than prosocial behavior. Here, we explore whether abstract construal — thinking about an event from a higher...