The primary goal of this research is to conceptualize and develop a scale of green consumption values, which we define as the tendency to express the value of environmental protection through one's purchases and consumption behaviors. Across six studies, we demonstrate that the six‐item measure we develop (i.e., the GREEN scale) can be used to capture green consumption values in a reliable, valid, and parsimonious manner. We further theorize and empirically demonstrate that green consumption values are part of a larger nomological network associated with conservation of not just environmental resources but also personal financial and physical resources. Finally, we demonstrate that the GREEN scale predicts consumer preference for environmentally friendly products. In doing so, we demonstrate that stronger green consumption values increase preference for environmentally friendly products through more favorable evaluations of the non‐environmental attributes of these products. These results have important implications for consumer responses to the growing number of environmentally friendly products.

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Dynamic pricing practices by sellers in response to segment and individual-level differences have been made more feasible as internet buyer behavior increases. While benefits from these pricing practices can accrue to sellers and buyers, the potential for (un)fairness perceptions to mitigate these advantages is important. In an effort to investigate these issues, this article reports the results of three studies that examine the effects of seller-, consumer-, time-, and auction-based price differences on perceived price fairness and purchase satisfaction. The findings underscore the potential negative effects associated with price differences from dynamic pricing practices. (c) 2006 by JOURNAL OF CONSUMER RESEARCH, Inc..

Although positive affect may enhance self-control, some research suggests that this is not always the case. To clarify this relationship, we investigate the role of temporal focus on the effect of specific positive emotions on self-control dilemmas in snack consumption. In four studies, we demonstrate that participants experiencing a future-focused positive emotion (i.e., hopefulness) consume less unhealthy food and have lower preferences for unhealthy snacks than those in a past- or present-focused emotional state (i.e., pride, happiness). We demonstrate the role of temporal focus through its natural occurrence in emotion-induction essays (study 1), chronic temporal focus (study 2), and manipulation of anticipated versus retrospective emotional states (study 3). A fourth study demonstrates that self-control benefits do not arise from future-focused negative emotions (i.e., fear) as they do from future-focused positive emotions. These results suggest that consumers may benefit from adapting the temporal focus of positive emotions to the future.

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