Haunts Or Helps From the Past: How Does Recalling Past Self-Control Acts Affect Current Self-Control?

Hristina Dzhogleva, University of Pittsburgh, USA
Cait Poynor Lamberton, University of Pittsburgh, USA
Kelly Haws, Texas A&M University, USA
We explore two dimensions of consumers’ recall of past self-regulation acts - valence of recalled acts and metacognitive experience that accompanies recall – and how their interplay influences self-control. Results show that the mere recall of past self-control acts depletes consumers and inhibits their ability to restrain themselves in the present.
[ to cite ]:
Hristina Dzhogleva, Cait Poynor Lamberton, and Kelly Haws (2012) ,"Haunts Or Helps From the Past: How Does Recalling Past Self-Control Acts Affect Current Self-Control?", in NA - Advances in Consumer Research Volume 40, eds. Zeynep Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 9-12.