With concerns regarding climate change rising, companies and policy makers seek to understand the precursors to environmentally-friendly consumer choice. Decision modes are the qualitatively different psychological processes employed to arrive at decisions. Across six studies, the present project establishes (a) which decision modes are employed by consumers to decide between electricity plans that differ in environmental impact, and (b) how employed decision modes affect those choices. We demonstrate that consumers are most likely to use Calculation Modes when facing such choices. (...) Importantly, we find that Affect or Role Modes promote more environmentally-friendly choices, while Calculation Modes decrease environmentally-friendly choices. Experimentally promoting use of a Role Mode over a Calculation Mode increases selection of environmentally-friendly alternatives, and the relative degree of employing the Role Mode mediates this effect. Our findings provide insight into how decision mode usage can alter environmental decisions, and suggest mechanisms and tools for marketers and policy makers to influence consumer choice. (shrink)

Long-term memory manages its contents to facilitate adaptive behaviour, amplifying representations of information relevant to current goals and expediting forgetting of information that competes with relevant memory traces. Both mnemonic selection and inhibition maintain congruence between the contents of long-term memory and an organism’s priorities. However, the capacity of these processes to modulate affective mnemonic representations remains ambiguous. Three empirical experiments investigated the consequences of mnemonic selection and inhibition on affectively charged and neutral mnemonic representations using an adapted retrieval practice (...) paradigm. Participants encoded neutral cue words and affectively negative or neutral associates and then selectively retrieved a subset of these associates multiple times. The consequences of selection and inhibitory processes engaged during selective retrieval were evaluated on a final memory test in which recall for all studied associates was probed. Analyses of memory recall indicated that both affectively neutral and negative mnemonic representations experienced similar levels of enhancement and impairment following selective retrieval, demonstrating the susceptibility of affectively salient memories to these mnemonic processes. These findings indicate that although affective memories may be more strongly encoded in memory, they remain amenable to inhibition and flexibly adaptable to the evolving needs of the organism. (shrink)

This research demonstrates that interpersonal emotion regulation—attempts to manage others’ feelings—influences consumer perceptions during sales and service interactions impacting brand trust and loyalty. Building on previous research linking interpersonal emotion regulation to improved outcomes between people, across five experiments, we demonstrate that antecedent-focused interpersonal emotion regulation strategies result in enhanced brand loyalty and brand trust compared to response-focused interpersonal emotion regulation strategies. Analysis of mediation models reveals this effect is explained by changes in the consumer’s emotions, which in turn influence (...) evaluations of the service interaction and subsequently impacts brand outcomes. We identify reactance as a moderator of this effect, such that customers with low reactance to interpersonal regulation attempts exhibit more favorable brand trust and loyalty evaluations. Further, we demonstrate that the visibility of interpersonal emotion regulation represents an important boundary condition. These findings support the process model of interpersonal emotion regulation and generate important insights for both theory and practice. (shrink)