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