We study how people’s own evaluation of choice options influences their estimates of other people’s evaluations when their choices are known. People draw a parallel between themselves and others based on the known choice, and conditionally project their own evaluations of the corresponding...

Reducing spending in the present requires the combination of being both motivated to provide for one’s future self (valuing the future) and actively considering long-term implications of one’s choices (awareness of the future). Feeling more connected to the future self—thinking that the...

Research on the role of identity in choice varies widely across fields like psychology, philosophy, consumer behavior, and economics, in both the key questions addressed and the methods of investigation. Although a large literature has established how salient aspects of identity affect attitudes...