A Life in Balance Or a Slippery Slope?: Exploring the Use and Effectiveness of Moderation Versus Avoidance Self-Control Strategies

Kelly Haws, Texas A&M University, USA
Cait Lamberton, University of Pittsburgh, USA
Hristina Dzhogleva, University of Pittsburgh, USA
Gavan Fitzsimons, Duke University, USA
Is it better to completely avoid temptation or allow oneself a taste of indulgence when pursuing self-control goals? We compare these two strategies, demonstrating when moderation may lead to positive outcomes. We also identify when moderation creates a dangerous slippery slope, undermining consumers’ self-control success more than a more drastic avoidance approach.
[ to cite ]:
Kelly Haws, Cait Lamberton, Hristina Dzhogleva, and Gavan Fitzsimons (2011) ,"A Life in Balance Or a Slippery Slope?: Exploring the Use and Effectiveness of Moderation Versus Avoidance Self-Control Strategies", in NA - Advances in Consumer Research Volume 39, eds. Rohini Ahluwalia, Tanya L. Chartrand, and Rebecca K. Ratner, Duluth, MN : Association for Consumer Research, Pages: 27-28.