Past research has demonstrated that moderate urge to urinate improves inhibitory control, specifically among participants with higher behavioral inhibition sensitivity system (BIS), and the effect was absent when the urge ...

Visceral states are known to reduce the ability to exert self-control. In the current research, we investigated how self-control is affected by a visceral factor associated with inhibition rather than with approach: bladder ...

Four studies provide evidence for a process by which a woman’s conspicuous consumption can serve as a deterrent to affiliative behaviors by materialistic men, via heightened perceptions of the woman’s financial standards ...

Consumers generally prefer products that are easy to interact with. In three studies, we show that this preference arises from the fit between product orientation and monitored situational constraints. Flexible right-handers, ...

Most prior studies obtained that a congruent sponsorship leads to higher sponsor awareness. The experiment conducted here shows that a brand is better identified following an incongruent sponsorship. Moreover, when the ...

The current research investigates a potential disadvantage of building brand associations that resonate with consumers' identities and facilitate consumer–brand bonding. The authors propose a theory of consumer response ...

We propose that women's increased generalized sensitivity to rewards during the fertile phase of the menstrual cycle causes them to seek more variety in rewards when they are in the fertile phase than when they are not in ...