Charitable behaviors are essential to organizations and consumers. The majority of research to date has focused on the personal characteristics of donators and donation recipients that influence charitable behaviors. However, our understanding of the influence of the shopping process on subsequent charitable behaviors is limited.In this study, we focus on how purchasing a servant brand could influence consumers' subsequent charitable behavior. Across five studies, we investigated the effect of purchasing a servant (vs. partner) brand on consumers' subsequent chari-

Previous research predominately focuses on the negative aspects of material consumption. Thus, the primary purpose of this current research is to investigate the potential upside of material consumption on consumers' goal pursuit. Specifically, four studies show that whether individuals have recently engaged in experiential or material consumption determines how feedback about their performance in a later goal‐directed activity influences their goal‐relevant behavior. Experiential consumption triggers individuals' intrinsic motivation and focuses their attention on their enjoyment of engaging in an activity rather than the outcomes that result from doing so. Consequently, the feedback they receive about their performance in one task has little effect on their behavior in conceptually related situations. By contrast, the extrinsic motivation activated by material consumption leads individuals to use the feedback as an indication of the quality of their performance, motivating them to work harder on a later goal‐directed activity if the feedback they received was negative. Field studies confirm the implications of these findings in actual consumption situations.

Purpose The majority of research to date has focused on how to leverage the effectiveness of in-game marketing campaigns. However, the author’s understanding of how to segment consumers for game consumption is limited. This research aims to focus on how consumers’ political ideology could influence consumers’ game choices. Design/methodology/approach This study used one state-level Google trend data and two experiments to show the effect of political ideology on consumers’ game choice. Findings This study found that liberals prefer non-persistent world games and conservatives prefer persistent world games. These effects occur because consumers’ political ideology alters their motivation to search for new opportunities, and this motivation, in turn, determines their choices. Finally, this study demonstrates the moderating role of brand familiarity in the effect of political ideology on game choice. Research limitations/implications This study offers a new angle for game and marketing research about how consumers’ beliefs such as political ideology can change consumers' thoughts and preferences about games. Practical implications This study offers new insight into the gaming industry and marketers. They can use political ideology as a new and effective way to segment consumers. Social implications These findings offer important insights into the ubiquitous nature of games in consumers’ everyday lives by detailing how political ideology influences game choice. Originality/value This paper fulfills an identified need to study how an important industry such as gaming can be effectively segmented through an important factor such as political ideology.

Government and public policy makers are facing an important issue on how to balance between economics and consumers' well‐being. Thus, the current research proposes an important factor to help understand more on consumers risk‐taking in investment. Trait optimists typically expect bright outcomes, whereas trait pessimists usually expect gloomy ones. However, the present research qualifies these generalizations. This current research proposes that optimism and pessimism can also be temporarily changed and cause different impact comparing to trait optimism and pessimism. Four studies showed that state optimists and pessimists differ in their expectations of success in a situation in which outcomes are purely a matter of chance or skills. Specifically, state optimists invest more in risky options when they believe that the investments are chance‐based, whereas state pessimists invest more when they believe the investments are skill‐based. These effects were due to their beliefs that the outcome is due to chance or skills. Additionally, we found that the effect will be moderated by individuals' locus of control.

Resource‐based theories posit that exerting self‐control to regulate one's thoughts, feelings, and behaviors depletes people's available self‐regulatory resources, leaving them depleted and less able to exert self‐control in subsequent activities. Although the detrimental effects of depletion are well‐established, we challenge this prevailing view by proposing that depletion can have unexpected beneficial effects. Across multiple studies, our current research provides evidence that depletion shifts consumers' attention on benefits of creativity, and in turn influences their subsequent creative engagement. Specifically, we found that depletion increases consumers' persistence in creative activity, and this beneficial effect of depletion on creative engagement is explained by their attention on benefits of creativity. Furthermore, we explore a boundary conditions of this depletion‐creative engagement effect by demonstrating that the effect could be attenuated for individuals who are not open to new experiences.