This article extends the discussion of congruity or the preference by consumers for alternatives similar to themselves 1) by examining the effect in a retail context and, 2) by considering the moderating role of self-monitoring, or the tendency to regulate one's mood in line with the social...

The standard economic model of decision making assumes a decision maker makes her choices to maximize her utility or happiness. Her current emotional state is not explicitly considered. Yet there is a large psychological literature that shows that current emotional state, in particular positive...