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Consumers tend to prefer brands whose image is congruent with their actual or their ideal self. Despite the critical importance of self-brand congruence, the literature currently exclusively relies on self-reported self-brand congruence, and lacks a measure that sheds light on its determinants. In the current research we propose and test a new determinant of self-brand congruence: brand affective congruence (BAC). BAC is based on how people intuitively assess affective meaning of different cultural concepts on the three dimensions of evaluation, potency and activity. Using an empirical study, we find that BAC is an effective determinant of self-brand congruence and has positive downstream effects on brand-self connection, brand trust, purchase intentions, and willingness to pay a higher price. [ABSTRACT FROM AUTHOR]

The authors investigated sex differences in the ratings of physical attractiveness in a competitive context. Participants in an Ultimatum Game experiment offered to split a sum of money with their opponents who could either accept or reject the offers; subsequently, physical attractiveness ratings (both self-ratings and of the other) were obtained. The authors found that male participants rated themselves higher on physical attractiveness when facing male opponents than when facing female ones; there was no such difference for the female participants. Furthermore, male participants' self-ratings of physical attractiveness were higher than the ratings provided by their corresponding male opponents. The authors discuss these findings using the tenets of evolutionary psychology pertaining to as male intra-sexual rivalry in competitive contexts. [ABSTRACT FROM AUTHOR]

This article introduces the framework of conceptual combinations, which underlies the creative ability to combine existing concepts to create new ones. Using this framework, two creative processes are identified, namely, (a) property mapping (PM), which entails combining concepts by transferring a property from one concept to another (e.g., shape in the case of notebook computers); and (b) relation linking (RL), which entails linking the two combining concepts by a thematic relation (e.g., the "locative" relation in desktop computers). The effect of these processes on the comprehension of new product concepts is investigated in two experimental studies. In Study 1 it is shown that novel products created by RL are easier to interpret than the ones created by PM. In Study 2 it is found that new products combining concepts from different super-ordinate categories are more likely interpreted by RL, and are easier to comprehend than the ones from the same super-ordinate category, which use PM. The theoretical and managerial implications of using conceptual combinations in the context of new product ideation are discussed. [ABSTRACT FROM AUTHOR]

In the two-person dictator game, player A (allocator) chooses how to split a given sum of money with player B (recipient). Player B has no power in terms of either accepting or rejecting payer A's offer. This paper investigates the gender dynamics within the four possible dyads in a modified Dictator game. Both men and women gave more money to women. In other words, contrary to other studies that have investigated dictator game behaviour, the current study finds a main effect for the recipient's gender (rather than for the allocator's gender). [ABSTRACT FROM AUTHOR]

Individuals chose between two 'salary increase' options: (1) an increase of $500 for themselves and $500 for a colleague; or (2) an increase of $600 for themselves and $800 for a colleague. The gender of the colleague was manipulated, hence permitting the investigation of four possible gender dyads (male-male, male-female, female-male, female-female). A main effect was found for the subjects' gender, namely a majority of women preferred option 1 while the majority of men preferred option 2. No interaction was found between the gender of the subjects and those of the colleagues. [ABSTRACT FROM AUTHOR]