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

  • Siegfried Dewitte
  • Sabrina Bruyneel
  • Kelly Geyskens
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    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.

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    Article provided by Oxford University Press in its journal Journal of Consumer Research.

    Volume (Year): 36 (2009)
    Issue (Month): 3 ()
    Pages: 394 - 405

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    Handle: RePEc:ucp:jconrs:doi:10.1086/598615
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