This study, based on self-affirmation theory, aims to investigate the impact of self-uncertainty on individual consumption behavior. Self-uncertainty was categorized into moral, cognitive, and interpersonal self-uncertainty, and different types of self-uncertainty were manipulated through four experiments, including a moral dilemma, a recall paradigm, and a picture quiz task written by E-Prime software to examine the effects of different types of self-uncertainty on conspicuous consumption and their possible boundary conditions. Our results show that moral, cognitive, and interpersonal self-uncertainty contribute to a stronger tendency to engage in conspicuous consumption. Our results also suggest that tolerance of uncertainty moderates the effect of self-uncertainty on conspicuous consumption, meaning that subjects with a high tolerance of uncertainty are less inclined to engage in conspicuous consumption than those with a low tolerance of uncertainty, even if they have high self-uncertainty. This study may provide an explanation for conspicuous consumption behavior, further validating the theory of compensatory consumption. Additionally, the results from this study also provide a reference for understanding people’s decision-making behavior in an uncertain social context and can provide new guidance to control irrational consumption behavior.

In the course of human evolution, watching eyes have had an important influence on individual cooperative behavior. However, researchers have not explored how the valence of watching eyes affects cooperative behavior. Therefore, this study includes three studies to investigate the effect of watching eyes with different valences on cooperative behavior. The results showed that positive watching eyes (vs. negative watching eyes) induced positive emotions (PA) in the participants and thus increased their tendency to cooperate (Studies 1–2). The role of the decision maker (making decisions for oneself vs. making decisions on behalf of others) moderates the effect of watching eyes on cooperative behavior through emotion (Study 3). In conclusion, the valence of watching eyes significantly affects cooperation. This study not only further enriches research on environmental stimulation and cooperation but also provides inspiration and a reference for solving problems of cooperation in social dilemmas.