The Effects of Impulsivity on Perceptions of Prior Consumption

Frank May, University of South Carolina, USA
Caglar Irmak, University of Georgia, USA
This research examines how differences in impulsivity affect how prior indulgences are perceived. We found that people who possess a regulatory goal but are high in impulsivity distort perceptions of past indulgences in order to manufacture goal progress, but only in the presence of an opportunity to indulge.
[ to cite ]:
Frank May and Caglar Irmak (2013) ,"The Effects of Impulsivity on Perceptions of Prior Consumption", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.