This research examines how identity-based interventions can improve consumer health. Results of laboratory and field experiments reveal that associating risky health behaviors with a social identity people do not want to signal can contaminate the behaviors and lead consumers to make healthier...

Quantum computing exhibits promise to be a revolutionary technology. While the use cases may not replace all tasks performed by classical computers, certain areas of “quantum advantage,” a concept theorized by researchers, will impact everyone, even if in more nuanced ways. As the pace of...

Consumers prefer brands positioned around identities they possess. Accordingly, the consumer identity literature emphasizes the importance of a clear fit between brands and target identities, suggesting that identity marketing that explicitly links brands to consumer identity should be most...