Self-Regulating Enhances Self-Regulation in Subsequent Consumer Decisions Involving Similar Response Conflicts

Siegfried Dewitte, Sabrina Bruyneel and Kelly Geyskens

Journal of Consumer Research, 2009, vol. 36, issue 3, 394 - 405

Abstract: Ego depletion, the observation that self-regulation reduces subsequent self-regulation, is a remarkably robust phenomenon, and the generalization to the consumer domain appears undisputable. Contrary to most other self-regulatory situations, however, consecutive self-regulatory decisions in consumer settings tend to be similar in the control processes that they recruit. Three experiments demonstrate the pivotal role of similarity. When two consecutive self-regulatory situations require similar control processes (e.g., restraining food intake), initial engagement in self-regulation enhances subsequent self-regulation. Our data thus challenge the self-regulatory strength model of (consumer) self-regulatory decision making but are consistent with cognitive control theory.

Date: 2009
References: Add references at CitEc
Citations: View citations in EconPapers (8)

Downloads: (external link)
http://dx.doi.org/10.1086/598615 (application/pdf)
http://dx.doi.org/10.1086/598615 (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:oup:jconrs:doi:10.1086/598615

Access Statistics for this article

Journal of Consumer Research is currently edited by Bernd Schmitt, June Cotte, Markus Giesler, Andrew Stephen and Stacy Wood

More articles in Journal of Consumer Research from Journal of Consumer Research Inc.
Bibliographic data for series maintained by ().