Engaging in Self-Control Intensifies Desires and Feelings

Kathleen Vohs, University of Minnesota, USA
Roy Baumeister, Florida State University, USA
Nicole Mead, Tilburg University, The Netherlands
Suresh Ramanathan, Texas A & M, USA
Brandon Schmeichel, Texas A&M University, USA
Engaging in effortful self-regulation leaves the person in a state of diminished self-regulatory capacity afterward, presumably due to reduced self-regulatory resources. Four experiments found this state to be characterized by an intensification of subjective feelings and desires. Moreover, this intensification accounted for subsequent worsening of self-control.
[ to cite ]:
Kathleen Vohs, Roy Baumeister, Nicole Mead, Suresh Ramanathan, and Brandon Schmeichel (2011) ,"Engaging in Self-Control Intensifies Desires and Feelings", 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: 42.