Understanding reaction to corporate activism: The moderating role of polarization.

In our polarized societies, more companies are taking a stand on divisive sociopolitical issues. However, given the mixed findings from previous studies, it remains unclear whether Corporate Activism (CA) is more likely to hurt or help a company's performance and reputation, or shape the public's attitudes toward the sociopolitical issue involved. To better understand the impact of CA in polarized societies, it is valuable to study moderating factors, especially those linked to polarization.

When Needs Don't Translate into Wants: Choosing the Right Tone to Communicate About Healthy Behaviors.

Although individuals should benefit from adhering to communication that promotes healthier behaviors, such communication often encounters mixed success. To understand this incongruity, we identify a misconception about the roles of two distinct drivers of health behavior: needs (which are more objective) and wants (which are more subjective). While needs generally translate into wants in ordinary consumption contexts, they sometimes clash with wants in the context of health behaviors.

Weighing heavy: Heavy serving dishes increase food serving.

The current work demonstrates that people serve themselves greater amounts of food when carrying heavier serving dishes. This effect occurs because increases in carried weight lower consumers' sensitivity to the weight of the food served. Decreased sensitivity to weight of food served in turn leads people to continue serving past the point where they would normally stop.

Consistency in identity-related sequential decisions.

Consumers often make decisions that reflect either personal or social identities. In many cases, such decisions are made along a sequence. Our research introduces a central factor that influences consumers' likelihood of expressing a consistent identity type along a sequence of decisions: the extent to which their usage of the product involved in the first decision is expected to be observable by others (the product's expected visibility).

Think positive! Emotional response to assertiveness in positive and negative language promoting preventive health behaviors.

Objective: There is insufficient evidence for the effectiveness of various tones of communication in modifying health behaviours. We examine the moderating role of assertiveness in the effect of positive/negative language on emotional responses (optimism, self-efficacy, and guilt), and resulting preventive health behaviours.

Design: Three experiments were employed.