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  1. Beyond achievement: Transformation mindset enhances authenticity after goal success.

    Article • Motivation Science, May 2024, American Psychological Association (APA)

    Szu-chi Huang

  2. Purchase Justifiability Drives Payment Choice: Consumers Pay with Card to Remember and Cash to Forget

    Article • Journal of the Association for Consumer Research, October 2023, University of Chicago Press

    Szu-chi Huang

  3. Working hard for money decreases risk tolerance

    Article • Journal of Consumer Psychology, June 2023, Wiley

    Szu-chi Huang

  4. Robots or humans for disaster response? Impact on consumer prosociality and possible explanations

    Article • Journal of Consumer Psychology, January 2023, Wiley

    Szu-chi Huang

  5. The 5S's of Consumer Health: A Framework and Curation of JCR Articles on Health and Medical Decision-Making

    Article • Journal of Consumer Research, October 2022, Oxford University Press (OUP)

    Szu-chi Huang

  6. Portraying Humans as Machines to Promote Health: Unintended Risks, Mechanisms, and Solutions

    Article • Journal of Marketing, January 2021, SAGE Publications

    Szu-chi Huang

  7. Subjective Age and the Greater Good

    Article • Journal of Consumer Psychology, August 2020, Wiley

    Szu-chi Huang

  8. Having less, giving more? Two preregistered replications of the relationship between social class and prosocial behavior

    Article • Journal of Research in Personality, February 2020, Elsevier

    Szu-chi Huang

  9. Planning for Multiple Shopping Goals in the Marketplace

    Article • Journal of Consumer Psychology, August 2019, Wiley

    Szu-chi Huang

  10. It’s the journey, not the destination: How metaphor drives growth after goal attainment.

    Article • Journal of Personality and Social Psychology, June 2019, American Psychological Association (APA)

    Szu-chi Huang

  11. And the winner is . . . ? Forecasting the outcome of others’ competitive efforts.

    Article • Journal of Personality and Social Psychology, May 2019, American Psychological Association (APA)

    Szu-chi Huang

  12. When individual goal pursuit turns competitive: How we sabotage and coast.

    Article • Journal of Personality and Social Psychology, January 2019, American Psychological Association (APA)

    Szu-chi Huang

  13. Leveraging Means-Goal Associations to Boost Children’s Water Consumption: Persuasion in a Four-School, Three-Month Field Experiment

    Article • Journal of the Association for Consumer Research, January 2019, University of Chicago Press

    Szu-chi Huang

  14. Social Information Avoidance: When, Why, and How It Is Costly in Goal Pursuit

    Article • Journal of Marketing Research, June 2018, American Marketing Association (AMA)

    Szu-chi Huang

  15. Step by step: Sub-goals as a source of motivation

    Article • Organizational Behavior and Human Decision Processes, July 2017, Elsevier

    Szu-chi Huang

  16. How winning changes motivation in multiphase competitions.

    Article • Journal of Personality and Social Psychology, January 2017, American Psychological Association (APA)

    Szu-chi Huang

  17. From Close to Distant: The Dynamics of Interpersonal Relationships in Shared Goal Pursuit

    Article • Journal of Consumer Research, February 2015, Oxford University Press (OUP)

    Szu-chi Huang

  18. The Unexpected Positive Impact of Fixed Structures on Goal Completion

    Article • Journal of Consumer Research, December 2013, Oxford University Press (OUP)

    Szu-chi Huang

  19. All roads lead to Rome: The impact of multiple attainment means on motivation.

    Article • Journal of Personality and Social Psychology, January 2013, American Psychological Association (APA)

    Szu-chi Huang

  20. So near and yet so far: The mental representation of goal progress.

    Article • Journal of Personality and Social Psychology, January 2012, American Psychological Association (APA)

    Szu-chi Huang

  21. When others cross psychological distance to help: Highlighting prosocial actions toward outgroups encourages philanthropy

    Article • Journal of Experimental Social Psychology, January 2012, Elsevier

    Szu-chi Huang

  22. Motivational Consequences of Perceived Velocity in Consumer Goal Pursuit

    Article • Journal of Marketing Research, December 2011, SAGE Publications

    Szu-chi Huang

  23. Been There, Done That: The Impact of Effort Investment on Goal Value and Consumer Motivation

    Article • Journal of Consumer Research, June 2011, Oxford University Press (OUP)

    Szu-chi Huang

  24. How Endowed versus Earned Progress Affects Consumer Goal Commitment and Motivation

    Article • Journal of Consumer Research, December 2010, Oxford University Press (OUP)

    Szu-chi Huang

  25. College-Educated Youths' Attitudes toward Global Brands: Implications for Global Marketing Strategies

    Article • Journal of International Consumer Marketing, March 2010, Taylor & Francis

    Szu-chi Huang