One is when we are in an amorous frame of mind. In a situation with romantic possibilities, we want to differentiate ourselves so as to attract the interest of potential partners—for example, by exhibiting greater creativity. When in such a mood, we even prefer to visit places that allow us to stand out. Along with fellow researchers, I helped design an advertisement urging people to visit the San Francisco Museum of Art, which included the name and a photo of the museum. When the ad also featured the phrase “Stand Out from the Crowd,” the intention to visit the museum by viewers of the ad
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