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Does the way that individuals pay for a good or service influence the amount of connection they feel after the purchase has occurred? Employing a multi-method approach across four studies, individuals who pay using a relatively more painful form of payment (e.g., cash or check) increase their post-transaction connection to the product they purchased and/or the organization their purchase supports in comparison to those who pay with less painful forms of payment (e.g., debit or credit card). Specifically, individuals who pay with more painful forms of payment increase their emotional attachment to a product, decrease their commitment to nonchosen alternatives, are more likely to publicly signal their commitment to an organization, and are more likely to make a repeat transaction. Moreover, the form of payment influences post-transaction connection even when the objective monetary cost remains constant and when the psychological cost is indirect (i.e., donating someone else’s money). Increasing the psychological pain of payment appears to have beneficial consequences with respect to increasing downstream product and brand connection.

This article first examines whether brand exposure elicits automatic behavioral effects as does exposure to social primes. Results support the translation of these effects: participants primed with Apple logos behave more creatively than IBM primed and controls; Disney‐primed participants behave more honestly than E!‐primed participants and controls. Second, this article investigates the hypothesis that exposure to goal‐relevant brands (i.e., those that represent a positively valenced characteristic) elicits behavior that is goal directed in nature. Three experiments demonstrate that the primed behavior showed typical goal‐directed qualities, including increased performance postdelay, decreased performance postprogress, and moderation by motivation.

One striking characteristic of human social interactions is unconscious mimicry; people have a tendency to take over each other's posture, mannerisms and behaviours without awareness. Our goal is to make the case that unconscious mimicry plays an important role in human social interaction and to show that mimicry is closely related to and moderated by our connectedness to others. First we will position human unconscious mimicry in relation to types of imitation used in cognitive psychology and cognitive neuroscience. Then we will provide support for social moderation of mimicry. Characteristics of both the mimicker and the mimickee influence the degree of mimicry in a social interaction. Next, we turn to the positive social consequences of this unconscious mimicry and we will present data showing how being imitated makes people more assimilative in general. In the final section, we discuss what these findings imply for theorizing on the mechanisms of imitation and point out several issues that need to be resolved before a start can be made to integrate this field in the broader context of research on imitation.

This work examines the process through which thrift versus prestige goals can nonconsciously affect decisions in a choice task. Drawing upon research on nonconscious goal pursuit, we present a theoretical framework detailing how consumer choices are affected by incidentally activated goals. We show that such primed goals have motivational properties consistent with goal pursuit but inconsistent with mere cognitive activation; the effects are greater with a longer time interval between the priming task and the choice and are less pronounced when the primed goal is satiated in a real, as opposed to a hypothetical, intervening choice task. Additionally, we show that subliminally evoked retail brand names can serve as the cues that activate purchasing goals.

Nonconscious behavioral mimicry occurs when a person unwittingly imitates the behaviors of another person. This mimicry has been attributed to a direct link between perceiving a behavior and performing that same behavior. The current experiments explored whether having a goal to affiliate augments the tendency to mimic the behaviors of interaction partners. Experiment 1 demonstrated that having an affiliation goal increases nonconscious mimicry, and Experiment 2 further supported this proposition by demonstrating that people who have unsuccessfully attempted to affiliate in an interaction subsequently exhibit more mimicry than those who have not experienced such a failure. Results suggest that behavioral mimicry may be part of a person's repertoire of behaviors, used nonconsciously, when there is a desire to create rapport.

Whereas previous research has focused on the role of the rTPJ when consciously inhibiting mimicry, we test the role of the rTPJ on mimicry within a social interaction, during which mimicking occurs nonconsciously. We wanted to determine whether higher rTPJ activation always inhibits the tendency to imitate (regardless of the context) or whether it facilitates mimicry during social interactions (when mimicking is an adaptive response). Participants received either active or sham intermittent theta-burst stimulation (iTBS: a type of stimulation that increases cortical activation) to the rTPJ. Next, we measured how much participants mimicked the hair and face touching of another person. Participants in the active stimulation condition engaged in significantly less mimicry than those in the sham stimulation condition. This finding suggests that even in a context in which mimicking is adaptive, rTPJ inhibits mimicry rather than facilitating it, supporting the hypothesis that rTPJ enhances representations of self over other regardless of the goals within a given context.

Given research suggesting that social interactions are beneficial, it is unclear why individuals lower in extraversion engage less in social interactions. In this study, we test whether individuals lower in extraversion reap fewer hedonic rewards from social interactions and explore social psychological processes that explain their experiences. Before participants socialized, we measured extraversion, state positive affect, cognitive capacity, and expectations about the social interactions. After participants socialized with one another, we measured state positive affect and cognitive capacity again as well as fear of negative evaluation and belief in limited cognitive capacity. Participants also rated the social skillfulness of each interaction partner. We found that less extraverted individuals expect to feel worse after socializing. However, all but those extremely low in extraversion (17% of sample) actually experience an increase in positive affect after socializing. Surprisingly, those low in extraversion did not show reduced cognitive capacity after socializing. Although they are more likely to believe that cognitive capacity is limited and to be fearful of negative evaluation, these characteristics did not explain the social experience of those low in extraversion.

Individuals often evaluate, purchase, and consume brands in the presence of others, including close others. Yet relatively little is known about the role brand preferences play in relationships. In the present research, the authors explore how the novel concept of brand compatibility, defined as the extent to which individuals have similar brand preferences (e.g., both partners prefer the same brand of soda), influences life satisfaction. The authors propose that when brand compatibility is high, life satisfaction will also be high. Conversely, because low brand compatibility may be a source of conflict for the relationship, the authors propose that it will be associated with reduced life satisfaction. Importantly, the authors predict that the effects of brand compatibility on conflict and life satisfaction will depend upon relationship power. Across multiple studies and methodologies, including experimental designs (studies 2, 3, 5) and dyadic data from real-life couples (studies 1, 4, 6), the authors test and find support for their hypotheses. By exploring how a potentially unique form of compatibility influences life satisfaction, including identifying a key moderator and an underlying mechanism, the current research contributes to the literatures on branding, close relationships, consumer well-being, and relationship power.

In the course of daily encounters with other consumers, an individual may be incidentally exposed to various brands. We refer to these situations as incidental consumer brand encounters (ICBEs). This research examines how ICBEs influence brand choice. Four studies provide evidence that repeated exposure to simulated ICBEs increases choice of the focal brand for people not aware of the brand exposure, that perceptual fluency underlies these effects, and that these effects are moderated by perceivers’ automatic responses to the type of user observed with the brand.

This article investigates the effect of mimicry on consumer product consumption and appraisal. We propose and test two paths via which mimicry may influence product preferences. In the mimicking consumer path, we suggest that individuals automatically mimic the consumption behaviors of other people and that such mimicry then affects preferences toward the product(s) consumed. In the mimicked consumer path, we argue that being mimicked leads to increased prosociality, which affects preferences for products presented in dyadic interactions. Three studies confirm the two paths and suggest that mimicry can indeed influence product preferences.