Extant research suggests that individuals will give in to indulgence when they perceive sufficient progress toward a regulatory goal (Fishbach and Dhar 2005; Mukhopadhyay, Sengupta, and Ramanathan
Individuals frequently utilize the behavior of others as a guide for their own (Baumeister, Hutton, and Tice 1989). As a result, consumers often model their own opinions and behavior – including
We hypothesize and test that observing masterful performances of experts at difficult activities increases one’s perceptions of self-efficacy at those same activities. The exertion of control
Multiple-study articles are the norm in behavioral research and the number of studies per article is increasing [Schimmack, 2012]. Since review practices dictate that all studies demonstrate
A basic tenet of rational choice theory is that people choose the outcome that produces the highest subjective expected utility (Savage, 1954; von Neumann and Morgenstern, 1947). Decades of research
