Preference Reversal of Indulgent Rewards As a Dynamic Self-Control Mechanism

Qian Xu, University of Hong Kong
Liyin Jin, Fudan University, China
Ying Zhang, Peking University, China
The present research tested for a dynamic self-control process that helps to resolve the conflicts between a focal goal and a chronicle goal by altering the choice of the indulgent reward that undermines the chronicle goal (e.g., cheese cake) during versus after the focal goal pursuit.
[ to cite ]:
Qian Xu, Liyin Jin, and Ying Zhang (2015) ,"Preference Reversal of Indulgent Rewards As a Dynamic Self-Control Mechanism", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 147-151.