In Praise of Putting Things Off: Postponing Consumption Pleasures Facilitates Self-Control

Nicole Mead, Catholic University of Portugal, USA
Vanessa Patrick, University of Houston, USA
Previous research consistently demonstrates that depriving oneself of consumption pleasures sabotages future efforts at self-control. The current research tested and found that, in contrast to deprivation, postponing consumption facilitates self-control, enabling consumers to forego hedonic pleasures, in both the short- and long-term, without feelings of self-denial or loss.
[ to cite ]:
Nicole Mead and Vanessa Patrick (2011) ,"In Praise of Putting Things Off: Postponing Consumption Pleasures Facilitates Self-Control", 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: 30-31.