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

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  • Siegfried Dewitte
  • Sabrina Bruyneel
  • Kelly Geyskens

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.

Suggested Citation

  • Siegfried Dewitte & Sabrina Bruyneel & Kelly Geyskens, 2009. "Self-Regulating Enhances Self-Regulation in Subsequent Consumer Decisions Involving Similar Response Conflicts," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 36(3), pages 394-405.
    • Handle: RePEc:oup:jconrs:doi:10.1086/598615
    DOI: 10.1086/598615
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    Cited by:

    1. Ashraf, Abdul R. & Thongpapanl, Narongsak (Tek), 2015. "Connecting with and Converting Shoppers into Customers: Investigating the Role of Regulatory Fit in the Online Customer's Decision-making Process," Journal of Interactive Marketing, Elsevier, vol. 32(C), pages 13-25.
    2. Ma, Xinru & He, Jingbin & Liao, Jingchi, 2021. "Does decision fatigue affect institutional bidding behavior? Evidence from Chinese IPO market," Economic Modelling, Elsevier, vol. 98(C), pages 1-12.
    3. Scott W. Davis & Kelly L. Haws, 2017. "Don’t Sweat the Big Stuff: Emphasizing Importance Hinders Goal Pursuit for Consumers Low in Dispositional Self-Control Resources," Journal of the Association for Consumer Research, University of Chicago Press, vol. 2(1), pages 93-104.
    4. Feurer, Sven & Haws, Kelly L., 2022. "Justifiable justifications in sequential indulgent choice situations: A framework for future research based on perceived exceptionality," Journal of Business Research, Elsevier, vol. 149(C), pages 630-639.
    5. Mario Wenzel & Daniela Zahn & Zarah Rowland & Thomas Kubiak, 2016. "The Benefits of Self-Set Goals: Is Ego Depletion Really a Result of Self-Control Failure?," PLOS ONE, Public Library of Science, vol. 11(6), pages 1-13, June.
    6. Dewitte, Siegfried, 2013. "From willpower breakdown to the breakdown of the willpower model – The symmetry of self-control and impulsive behavior," Journal of Economic Psychology, Elsevier, vol. 38(C), pages 16-25.
    7. Hoel, Jessica B. & Schwab, Benjamin & Hoddinott, John, 2016. "Self-control exertion and the expression of time preference: Experimental results from Ethiopia," Journal of Economic Psychology, Elsevier, vol. 52(C), pages 136-146.

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