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.
Original language | English |
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Pages (from-to) | 394-405 |
Number of pages | 11 |
Journal | Journal of Consumer Research |
Volume | 36 |
Issue number | October |
DOIs | |
Publication status | Published - 1 Jan 2009 |