1. How Nonconsumption Shapes Desire：How does nonconsumption shape desire?

The proposed model suggests that desire depends on

the length of nonconsumption of a good and the presence of salient alternatives, and that desire is at least partially constructed. In
the absence of salient alternatives, a longer nonconsumption period results in stronger desire for the unconsumed good. However,
in the presence of salient alternatives, individuals infer that they have developed new tastes, and thus a longer nonconsumption
period results in a weaker desire for the unconsumed good. Five studies support this model across nonconsumption of various goods:
food from home when attending college (study 1); chametz food during the Passover holiday (study 2); social media (i.e., abstaining
from Facebook; study 3); and cultural foods (i.e., forgoing Japanese food, study 4; and Thai food, study 5). We discuss implications of
our findings for when and how the experience of desire is constructed and situationally determined

2. Licensing Effect in Consumer Choice：Most choices in the real world follow other choices or judgments. The authors show that a
prior choice, which activates and boosts a positive self-concept, subsequently licenses the choice of a more self-indulgent option. The
authors propose that licensing can operate by committing to a virtuous act in a preceding choice, which reduces negative self-attributions
associated with the purchase of relative luxuries. Five studies demonstrate the proposed licensing effect of a prior commitment to a
virtuous act on subsequent choice. Consistent with the authors’ theory, the preference for an indulgent option diminishes if the licensing
task is attributed to an external motivation. The authors also report a mediation analysis in support of their theoretical explanation that
the licensing effect operates by providing a temporary boost in the relevant self-concept.

3. Licensing Indulgence in the Present by Distorting Memories of Past Behavior：In the face of an opportunity to indulge, individuals
may consult their memories in order to ascertain whether enough progress has been made toward a self-regulatory goal in order to justify
indulgence. This research demonstrates that in such situations, impulsive individuals who possess a regulatory goal are likely to distort
memories of past behavior, manufacturing goal progress in order to license indulgence in the present. In four studies, this effect is
demonstrated in the domains of eating, spending, and studying, and alternative processes are ruled out. Furthermore, it is shown that
perceptions of goal progress drive impulsive (vs. non-impulsive) people’s greater likelihood of engaging in behavior inconsistent with
their regulatory goal. These findings provide insights into the domains of goal pursuit, impulsivity, and memory distortion.

4. The Influence of Expectation, Consumption, and Revelation on Preferences for Beer: Patrons of a pub evaluated regular beer and
‘‘MIT brew’’ (regular beer plus a few drops of balsamic vinegar) in one of three conditions. One group tasted the samples blind (the
secret ingredient was never disclosed). A second group was informed of the contents before tasting. A third group learned of the secret
ingredient immediately after tasting, but prior to indicating their preference. Not surprisingly, preference for the MIT brew was higher in
the blind condition than in either of the two disclosure conditions. However, the timing of the information mattered substantially.
Disclosure of the secret ingredient significantly reduced preference only when the disclosure preceded tasting, suggesting that disclosure
affected preferences by influencing the experience itself, rather than by acting as an independent negative input or by modifying
retrospective interpretation of the experience.

4. What Makes online Content Viral?: Why are certain pieces of online content (e.g., advertisements, videos, news articles) more viral
than others? this article takes a psychological approach to understanding diffusion. Using a unique data set of all the New York Times
articles published over a three-month period, the authors examine how emotion shapes virality. the results indicate that positive content
is more viral than negative content, but the relationship between emotion and social transmission is more complex than valence alone.
Virality is partially driven by physiological arousal. Content that evokes high-arousal positive (awe) or negative (anger or anxiety)
emotions is more viral. Content that evokes low-arousal, or deactivating, emotions (e.g., sadness) is less viral. these results hold even
when the authors control for how surprising, interesting, or practically useful content is (all of which are positively linked to virality), as
well as external drivers of attention (e.g., how prominently content was featured). Experimental results further demonstrate the causal
impact of specific emotion on transmission and illustrate that it is driven by the level of activation induced. taken together, these findings
shed light on why people share content and how to design more effective viral marketing campaigns.

5. A Room with a Viewpoint: Using Social Norms to Motivate Environmental Conservation in Hotels: Two field experiments examined
the effectiveness of signs requesting hotel guests’ participation in an environmental conservation program. Appeals employing
descriptive norms (e.g., “the majority of guests reuse their towels”) proved superior to a traditional appeal widely used by hotels that
focused solely on environmental protection. Moreover, normative appeals were most effective when describing group behavior that
occurred in the setting that most closely matched individuals’ immediate situational circumstances (e.g., “the majority of guests in this
room reuse their towels”), which we refer to as provincial norms.
6. Bonus of Rebate?: The Impact of Income Framing on Spending and Saving: All income increases a person’s absolute wealth, but
consumption decisions may be based more heavily on perceived changes in wealth. Change is computed by comparing a current state
with a former state, and we predicted that people would be more likely to spend income framed as a gain from a current wealth state
than income framed as a return to a prior state. Four experiments confirmed this prediction on people’s memory for spending of a
government tax rebate (Experiment 1), on unobtrusive self-report measures of spending an unexpected windfall (Experiments 2 and 3),
and on actual
spending on items for sale in a laboratory experiment (Experiment 4). These results can be explained, at least in part, by the reference
points implied in the framing of income (follow-ups to Experiments 1 and 4). Discussion focuses on implications for the consumption of
other commodities, assessments of risk, and government tax policies.
7. MENTAL ACCOUNTING AND CONSUMER CHOICE: A new model of consumer behavior is developed using a hybrid of
cognitive psychology and microeconomics. The development of the model starts with the mental coding of combinations of gains
and losses using the prospect theory value function. Then the evaluation of purchases is modeled using the new concept of
"transaction utility". The household budgeting process is also incorporated to complete the characterization of mental accounting.
Several implications to marketing, particularly in the area of pricing, are developed.

8. The Duration Heuristic: The duration heuristic refers to the tendency to evaluate services based on their duration rather than on their
content. We propose that consumers rely on the duration heuristic because it simplifies the evaluation process. In particular, the duration
heuristic is most likely to be seen when the duration of the service experience is evaluable relative to other features and when duration is
considered in relation to price. Across four experiments and a field study, we (a) provide demonstrations of the duration heuristic, (b)
illustrate the biases that result as a consequence of its use, and (c) identify conditions under which consumers are more likely to use the
heuristic.

9. The Impact of Private versus Public Consumption on Variety-Seeking Behavior: Three experiments demonstrate that people
incorporate more variety into their consumption decisions when their behavior is subject to public scrutiny. Studies 1 and 2 indicate that
consumers expect others to evaluate their decision more favorably if they choose variety and that this sometimes leads individuals to
incorporate more variety into their public than private decisions. Results of study 2 confirm predictions that a relevant individual
difference variable (self-monitoring) moderates the effects of expected evaluation on variety seeking. The final study demonstrates that
pressure to choose variety in public is eliminated when a social cue signals the appropriateness of consuming one’s favorites.

10. TOWARD A POSITIVE THEORY OF CONSUMER CHOICE: The economic theory of the consumer is a combination of positive
and normative theories. Since it is based on a rational maximizing model it describes how consumers should choose, but it is alleged to
also describe how they do choose. This paper argues that in certain well-defined situations many consumers act in a manner that is
inconsistent with economic theory. In these situations economic theory will make systematic errors in predicting behavior. Kahneman
and
Tversky's prospect theory is proposed as the basis for an alternative descriptive theory. Topics discussed are: underweighting of
opportunity costs, failure to ignore sunk costs, search behavior, choosing not to choose and regret, and precommitment and self-control.