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The majority of literature looking at self‐control dilemmas has focused on short‐term positive and long‐term negative affective outcomes arising from indulgence. In two studies, we find evidence for more complex emotional responses after indulgent consumption. We show that consumers feel simultaneous mixtures of both positive and negative emotions in response to indulgences and that the specific components of those emotional mixtures vary, depending on differences in individual impulsivity. Further, these mixtures are resolved differently over time, leading to differences in subsequent choices. In addition we show that more prudent consumers are likely to seize an opportunity to get rid of, or “launder,” their negative emotions after an indulgence by subsequently making utilitarian versus hedonic choices.

Tumor-associated myeloid cells maintain immunosuppressive microenvironments within tumors. Identification of myeloid-specific receptors to modulate tumor-associated macrophage and myeloid-derived suppressor cell (MDSC) functions remains challenging. The leukocyte immunoglobulin-like receptor B (LILRB) family members are negative regulators of myeloid cell activation. We investigated how LILRB targeting could modulate tumor-associated myeloid cell function. LILRB2 antagonism inhibited receptor-mediated activation of SHP1/2 and enhanced proinflammatory responses. LILRB2 antagonism also inhibited AKT and STAT6 activation in the presence of M-CSF and IL-4. Transcriptome analysis revealed that LILRB2 antagonism altered genes involved in cell cytoskeleton remodeling, lipid/cholesterol metabolism, and endosomal sorting pathways, as well as changed differentiation gene networks associated with inflammatory myeloid cells as opposed to their alternatively activated phenotype. LILRB2 blockade effectively suppressed granulocytic MDSC and Treg infiltration and significantly promoted in vivo antitumor effects of T cell immune checkpoint inhibitors. Furthermore, LILRB2 blockade polarized tumor-infiltrating myeloid cells from non-small cell lung carcinoma tumor tissues toward an inflammatory phenotype. Our studies suggest that LILRB2 can potentially act as a myeloid immune checkpoint by reprogramming tumor-associated myeloid cells and provoking antitumor immunity.

Marketers and academics have long been interested in understanding what drives impulsive behavior and have focused on what causes a person to indulge. The three experiments reported in this article examine reasons that underlie urges that strengthen over time and cause people to overindulge from a goal-theoretic view of impulsiveness. The authors demonstrate that impulsivity is characterized by generalized reward sensitivity and by an activation of chronic goals to seek pleasure in various domains (Experiment 1). Furthermore, through a moment-to-moment tracking of desires, the authors demonstrate that such chronic goals, particularly in conjunction with temporarily primed goals, provide the momentum for impulsive people to override their self-control goals, leading to a strengthening of desires over time (Experiment 2). In turn, this causes impulsive people to behave even more impulsively when their activated hedonic goals are not satiated (Experiment 3). The findings suggest that contextual cues have powerful influences on impulsive behavior over time when acting in conjunction with chronic hedonic goals. The results have public policy implications for behaviors such as binge drinking and unrestrained eating.

This research investigates how consumers respond to food‐related temptations as a function of recalling their own behavior when faced with a similar temptation in the recent past. Bringing together different streams of relevant research, we propose and find that chronically nonimpulsive individuals display behavioral consistency over time—resisting (succumbing) when they recall having resisted (succumbed) earlier. In contrast, impulsive individuals show a switching pattern, resisting current temptations if they recall having succumbed, and vice versa. These propositions are supported by convergent results across four experiments involving real eating behaviors, response latencies, and hypothetical choices. Implications for consumer welfare are discussed and possible interventions are suggested.

Marketers commonly assume that health claims attached to otherwise unhealthful food stimulate consumption because such claims offer justification for indulgence and reduce guilt. This article proposes a generalized theory of healthful indulgences, identifying when and why people overconsume versus regulate food intake in response to health claims. Four studies demonstrate that not all health claims are created equal. The authors suggest that the nature of the food attributes the claims emphasize—namely, functional versus hedonic—determines the extent of consumption of the indulgence. Health claims featuring functional attributes (e.g., \"extra antioxidants\") trigger high levels of health-goal accessibility, which, together with simultaneously accessible indulgence goals attached to the indulgence, results in goal conflict. This conflict leads to reduced consumption of the food. In contrast, health claims featuring hedonic attributes (e.g., \"low fat\") render health goals less accessible while accentuating the pleasure dimension of the food, resulting in lower goal conflict and increased consumption of the food. Implications for the food industry and public policy makers are discussed.

Two studies examine differences in participants’ moment‐to‐moment and retrospective evaluations of an experience depending on whether they are alone or in the presence of another person. Findings support our hypotheses that joint consumption leads to similar patterns or “coherence” in moment‐to‐moment evaluations and that greater coherence leads to more positive retrospective evaluations. We trace the emergence of coherence to processes of mimicry and emotional contagion in experiment 1 by comparing evaluations for pairs of participants who could see each other’s expression with pairs who could not do so and in experiment 2 by coding participants’ facial expressions and head movements for direct evidence of contagion.

Most literature on sales promotions focuses on responses to the promoted brand. Across two experimental studies and one field study, the authors examine how sales promotions may affect the size and composition of the overall shopping basket. The authors show that the framing of the savings message on sales promotions (e.g., \"Save $x\" versus \"Get $x Off\"), the expiration date restriction cue (immediate versus future expiration), and the familiarity of brands (well-known versus less familiar) are independent primes of regulatory focus. Furthermore, such cues, when compatible with one another or with a prior regulatory focus, lead to more unrelated purchases in the store. The authors discuss the findings in the context of theory on regulatory relevance and mind-sets, and they posit managerial implications for the design of sales promotions and store positioning.

Why do chronic dieters often violate their dieting goals? One possibility is that they experience stronger hedonic responses to tempting food than normal eaters do. We scrutinized hedonic processing in dieters and normal eaters (a) by manipulating food preexposure and (b) by assessing both immediate and delayed hedonic responses to tempting food with an adapted affectmisattribution procedure. Without food preexposure, dieters showed less positive hedonic responses than normal eaters (Study 1). When preexposed to tempting-food stimuli, however, dieters exhibited more positive delayed hedonic responses than normal eaters (Studies 1 and 2). Furthermore, delayed hedonic responding was meaningfully related to self-reported power of food and state cravings (Study 2). These findings suggest that dieters experience difficulties in down-regulating hedonic affect when in a \"hot\" state and that self-regulation research may benefit from a greater emphasis on temporal dynamics rather than static differences.

Color plays a significant role in firms' strategic marketing communications and advertising. This research examines how color (red versus blue) in advertising and marketing communications that follow a firm's failure dynamically influences consumers' interpretations of negative firm information and sensitivity to the firm's response to the failure. We find that the color red used in postfailure advertising and firm marketing communications narrows the scope of consumers' conceptual attention on the firm failure and makes consumers less sensitive to a firm's response to the failure. In contrast, exposure to the color blue expands the scope of consumers' conceptual attention and makes them integrate the firm's response in their firm evaluations. In addition, the negative effect of red is mitigated via the use of a more benign cue, leading to the broadening of the scope of conceptual attention and integration of a firm's response that are consistent with blue cues.