Self-regulating enhances self-regulation in subsequent consumer decisions involving similar response conflicts

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 selfregulatorydecisions 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), initialengagement 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.

Publication year:2009

BOF-keylabel:yes

IOF-keylabel:yes

BOF-publication weight:6

CSS-citation score:3

Authors:International

Authors from:Higher Education

Accessibility:Open