Prior research indicates that experiences bring greater happiness than material possessions, but which experiences result in the greatest happiness? The current investigation is one of the first to categorize types of experiences and highlights one important distinction: the extent to which an experience is ordinary (common and frequent) versus extraordinary (uncommon and infrequent). Eight studies examine the experiences individuals recall, plan, imagine, and post on Facebook finding that the happiness enjoyed from ordinary and extraordinary experiences depends on age. Younger people, who view their future as extensive, gain more happiness from extraordinary experiences; however, ordinary experiences become increasingly associated with happiness as people get older, such that they produce as much happiness as extraordinary experiences when individuals have limited time remaining. Self-definition drives these effects: although extraordinary experiences are self-defining throughout one's life span, as people get older they increasingly define themselves by the ordinary experiences that comprise their daily lives.

What reasoning processes do consumers use to support public figures who act immorally? Existing research emphasizes moral rationalization, whereby people reconstrue improper behavior in order to maintain support for a transgressor. In contrast, the current research proposes that people also engage in moral decoupling, a previously unstudied moral reasoning process by which judgments of performance are separated from judgments of morality. By separating these judgments, moral decoupling allows consumers to support a transgressor's performance while simultaneously condemning his or her transgressions. Five laboratory studies demonstrate that moral decoupling exists and is psychologically distinct from moral rationalization. Moreover, because moral decoupling does not involve condoning immoral behavior, it is easier to justify than moral rationalization. Finally, a field study suggests that in discussions involving public figures' transgressions, moral decoupling may be more predictive of consumer support (and opposition) than moral rationalization.

Profit-seeking firms are stereotypically depicted as immoral and harmful to society. At the same time, profit-driven enterprise has contributed immensely to human prosperity. Though scholars agree that profit can incentivize societally beneficial behaviors, people may neglect this possibility. In 7 studies, we show that people see business profit as necessarily in conflict with social good, a view we call . Studies 1 and 2 demonstrate that U.S. participants hold anti-profit views of real U.S. firms and industries. Study 3 shows that hypothetical organizations are seen as doing more harm when they are labeled "for-profit" rather than "non-profit," while Study 4 shows that increasing harm to society is viewed as a strategy for increasing a hypothetical firm's long-run profitability. Studies 5-7 demonstrate that carefully prompting subjects to consider the long run incentives of profit can attenuate anti-profit beliefs, while prompting short run thinking does nothing relative to a control. Together, these results suggest that the default view of profits is zero-sum. While people readily grasp how profit can incentivize firms to engage in practices that harm others, they neglect how it can incentivize firms to engage in practices that benefit others. Accordingly, people's stereotypes of profit-seeking firms are excessively negative. Even in one of the most market-oriented societies in history, people doubt the contributions of profit-seeking industry to societal progress. (PsycINFO Database Record

Consumers prefer brands positioned around identities they possess. Accordingly, the consumer identity literature emphasizes the importance of a clear fit between brands and target identities, suggesting that identity marketing that explicitly links brands to consumer identity should be most effective. In contrast, five studies demonstrate that explicit identity-marketing messages can backfire. Messages that explicitly connect a particular brand to consumer identity increase the salience of external determinants of behavior, reducing consumers' perceptions of agency in identity expression. Hence, compared to messages that merely reference consumer identity, messages that explicitly define identity expression reduce purchase likelihood, despite more clearly conveying identity relevance. These findings highlight the need to consider consumers' need for agency in addition to their drive for self-definition and expression through consumption, offering a foundation to examine both the risks and the rewards of identity marketing.

A mediation model using a sample of 1059 adolescents (56% girls; M age = 16.02, SD = 1.37) tested relations between parenting, adolescent moral identity, and the formation of psychological distance towards others. In short, adolescent moral identity mediated relations between parenting and the ways in which adolescents oriented others in their psychological space. Specifically, adolescent‐report parenting style dimensions (responsiveness, autonomy‐granting, and demandingness) were positively related to the formation of both private and public moral identity dimensions (internalization and symbolization), which were in turn associated with a tendency to construct psychological distance towards others (negatively with social dominance orientation and positively with the circle of moral regard). Therefore, one way parents may be able to influence how adolescents relate to their peers is by fostering a sense of moral identity in their children through authoritative parenting.