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...

People exhibit an "illusion of courage" when predicting their own behavior in embarrassing situations. In three experiments, participants overestimated their own willingness to engage in embarrassing public performances in exchange for money when those performances were psychologically distant:...

This article presents an introduction to and analysis of an emerging area of research, namely decision neuroscience, whose goal is to integrate research in neuroscience and behavioral decision making. The article includes an exposition of (1) how the exponential accumulation of knowledge in...