Choosing the More Effortful Option For Illusionary Self-Control

Yanjie Li, Chinese University of Hong Kong, Hong Kong, China
Leilei Gao, Chinese University of Hong Kong, Hong Kong, China
We show that when choosing between two unhealthy food items, people with an active health goal are more likely to choose the option that incurs more psychical or psychological effort, as an excuse for self-indulgence and a means to solve the self-control dilemma.
[ to cite ]:
Yanjie Li and Leilei Gao (2013) ,"Choosing the More Effortful Option For Illusionary Self-Control", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.