Self-Inferred Norms Reduce Desire and Consumption Through Changing Product Perceptions

Aiste Grubliauskiene, K.U. Leuven, Belgium
Siegfried Dewitte, K.U. Leuven, Belgium
Luk Warlop, K.U. Leuven, Belgium
We explored the effect of norm explicitness during pre-exposure to temptation on subsequent self-control. Explicit and tacit norms enhance self-regulation in the short run but only tacit norms enhance self-regulation in the longer run. Perceptual changes of the temptation, and through it reduced desire for the temptation, underlie the effect.
[ to cite ]:
Aiste Grubliauskiene, Siegfried Dewitte, and Luk Warlop (2011) ,"Self-Inferred Norms Reduce Desire and Consumption Through Changing Product Perceptions", 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: 91-92.