Louis Vuitton and Your Waistline: Using Luxury Goods Depletes Self-Regulatory Resources and Impairs Self-Control

Yajin Wang, University of Minnesota, USA
Deborah John, University of Minnesota, USA
In four experiments, we provided women with luxury handbags to use, and found that luxury consumption in public leads consumers to feel more self-conscious and more careful about their behavior in front of others. Being in such a mindset depletes one’s self-regulatory resources and impairs self-control in subsequent tasks.
[ to cite ]:
Yajin Wang and Deborah John (2014) ,"Louis Vuitton and Your Waistline: Using Luxury Goods Depletes Self-Regulatory Resources and Impairs Self-Control", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 205-209.