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Healthy Satiation: The Role of Decreasing Desire in Effective Self-Control

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  • Joseph P. Redden
  • Kelly L. Haws

Abstract

Self-control is typically viewed as a battle between willpower and desire. The authors focus on the desire side of the equation and extol the positive effect of faster satiation that makes unhealthy behaviors less tempting. They demonstrate that consumers higher in trait self-control demonstrate such "healthy" satiation as they satiate faster on unhealthy foods than on healthy foods. In contrast, those with lower self-control fail to consistently show this differential pattern in their satiation rates. This difference for high self-control people can result from faster satiation for unhealthy foods, slower satiation for healthy foods, or both in combination. Moderating and mediating evidence establish that changes in attention to the amount consumed helped account for these effects on the rate of satiation. The resulting differences in satiation influence the ultimate intake of unhealthy foods, underscoring the importance of the contribution made by differential satiation rates to overconsumption and obesity.

Suggested Citation

  • Joseph P. Redden & Kelly L. Haws, 2013. "Healthy Satiation: The Role of Decreasing Desire in Effective Self-Control," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 39(5), pages 1100-1114.
  • Handle: RePEc:oup:jconrs:doi:10.1086/667362
    DOI: 10.1086/667362
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    Cited by:

    1. Petit, Olivia & Spence, Charles & Velasco, Carlos & Woods, Andy T. & Cheok, Adrian D., 2017. "Changing the influence of portion size on consumer behavior via imagined consumption," Journal of Business Research, Elsevier, vol. 75(C), pages 240-248.
    2. Primidya K. M. Soesilo & Maureen L. Morrin & Nese Nur Yazgan Onuklu, 2021. "No longer green with envy: Objectifying and destroying negative consumer emotions," Journal of Consumer Affairs, Wiley Blackwell, vol. 55(3), pages 1111-1138, September.
    3. Cammy Crolic & Chris Janiszewski, 2016. "Hedonic Escalation: When Food Just Tastes Better and Better," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 43(3), pages 388-406.
    4. Cheryl Nakata & Elif Izberk-Bilgin & Lisa Sharp & Jelena Spanjol & Anna Shaojie Cui & Stephanie Y. Crawford & Yazhen Xiao, 2019. "Chronic illness medication compliance: a liminal and contextual consumer journey," Journal of the Academy of Marketing Science, Springer, vol. 47(2), pages 192-215, March.
    5. Steinhoff, Lena & Palmatier, Robert W. & Martin, Kelly D. & Fox, Grace & Henderson, Conor M. & Clair, Julian K. Saint & Yan, Shuai & Lee, Ju-Yeon & Perko, Taylor & Harmeling, Colleen M., 2022. "Commentaries on Relationship Marketing: The Present and Future of Customer Relationships in Services," SMR - Journal of Service Management Research, Nomos Verlagsgesellschaft mbH & Co. KG, vol. 6(1), pages 2-27.
    6. 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.
    7. Kim, Aekyoung & Briley, Donnel, 2020. "Finding the self in chance events," International Journal of Research in Marketing, Elsevier, vol. 37(4), pages 853-867.
    8. Galak, Jeff & Kim, Jinwoo & Redden, Joseph P., 2022. "Identifying the temporal profiles of hedonic decline," Organizational Behavior and Human Decision Processes, Elsevier, vol. 169(C).
    9. Cozac, Marina & Mende, Martin & Scott, Maura L., 2023. "Consumer preferences for fuel snacks at the intersection of caregiving stress and gender," Journal of Business Research, Elsevier, vol. 159(C).
    10. Lades, Leonhard K., 2014. "Impulsive consumption and reflexive thought: Nudging ethical consumer behavior," Journal of Economic Psychology, Elsevier, vol. 41(C), pages 114-128.
    11. Noelle M. Nelson & Joseph P. Redden, 2017. "Remembering Satiation: The Role of Working Memory in Satiation," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 44(3), pages 633-650.
    12. Zhou, Li & Zhu, Guowei, 2022. "Mind the gap: How the numerical precision of exercise-data-based food labels can nudge healthier food choices," Journal of Business Research, Elsevier, vol. 139(C), pages 354-367.
    13. Peggy J. Liu & Kelly L. Haws & Cait Lamberton & Troy H. Campbell & Gavan J. Fitzsimons, 2015. "Vice-Virtue Bundles," Management Science, INFORMS, vol. 61(1), pages 204-228, January.
    14. (Grace) Chae, Boyoun & Yoon, Sangsuk & Baskin, Ernest & (Juliet) Zhu, Rui, 2023. "The lasting smell of temptation: Counteractive effects of indulgent food scents," Journal of Business Research, Elsevier, vol. 155(PA).

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