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We conducted two studies to investigate the effects of the threat of a contagious disease on people's tendency to engage in risk-taking behaviors that are not directly related to the disease, such as investment decisions. In Study 1 we demonstrated that individual differences in germ
aversion influenced risk-taking tendency. Participants with relatively high germ aversion were less likely than were those with relatively low germ aversion to engage in risk-taking behaviors encompassing the ethical, investment, gambling, recreational, health, and social domains. In Study
2 we replicated the results of Study 1 in a different setting and examined the underlying process by which perceived disease threat inhibits risk taking. The findings suggest that the threat of disease-induced negative affect decreased risk-taking tendencies. This implies that precautionary
behavior activated by disease-threat salience can extend beyond the health domain to a broader range of situations.

We proposed that women would be more likely to be motivated to become a better person by comparing themselves to a better other whereas men would be more likely to be inspired by comparison to a better possible self. In Study 1, conducted with 150 participants in the United States,
the results demonstrated that female participants who were asked to think about another person who was physically fit were more likely to make healthy food choices when grocery shopping than were those who were asked to think about themselves as someone who was physically fit. Conversely,
male participants were more likely to choose healthy food options when shopping after they had been asked to think about a better possible self rather than a better other. In Study 2, conducted with 172 participants in South Korea, we replicated the findings from Study 1 in relation to the
goal of speaking fluent English. Our findings suggest that when there is a fit between self-construal orientation and type of comparison standard, individuals are more likely to be motivated to pursue their goals.

Objective: This research examined the effects of color lightness on evaluating advertisements featuring nonheteronormativity‐themed images.Methods: An increasing number of brands feature nonheteronormative couples in advertisement campaigns to target nonheteronormative consumers and position brands as socially progressive. Four studies were conducted to test the hypothesis that nonheteronormativity‐themed advertising that uses lighter images would receive more favorable evaluations than darker images.Results: The color lightness effect influenced attitudes toward the ad, product evaluations, and purchase intentions. Individuals with political conservatism exhibited a preference for lighter colored ads than darker colored ads. Furthermore, the effects of color lightness type on attitude toward ads were moderated by political conservatism, and this effect was mediated by disgust.Conclusion: The current study suggests that a carefully designed advertising campaign featuring nonheteronormativity(gay) couples, which considers design elements can be used to target consumers and signal progressive values supported by sponsoring brands.

We conducted 2 studies to investigate whether or not benign envy prompts risk taking, suggesting that, compared to malicious envy, benign envy would motivate individuals to improve themselves and to be less sensitive to potential losses in risk taking. In Study 1 (N = 111), we
found that individuals who experienced benign, as opposed to malicious, envy were more likely to engage in risk taking, even when the risky behavior was not directly related to the envy-eliciting situation. In Study 2 (N = 57), we replicated in a different domain this risk-taking tendency
of benignly envious individuals, examined the process by which benign envy increases risk taking, and demonstrated that individuals who feel benign, compared to malicious, envy perceive less threat in risk taking. Our findings suggest that benign envy can lead to risk taking and self-improving
behavior, owing to the motivation to improve oneself.