Too Busy to Lose Control: Impact of Busyness on Indulgent Consumption Behaviors

JeeHye Christine Kim, INSEAD, Singapore
Monica Wadhwa, INSEAD, Singapore
Amitava Chattopadhyay, INSEAD, Singapore
We explore how busy appeals in marketing impact consumer choices. Contrary to prior research on time pressure which predicts increased indulgent consumption under time pressure, we propose that busyness reduces indulgent consumption by increasing perception of self-importance. We provide support for the process across four studies including a field study.
[ to cite ]:
JeeHye Christine Kim, Monica Wadhwa, and Amitava Chattopadhyay (2015) ,"Too Busy to Lose Control: Impact of Busyness on Indulgent Consumption Behaviors", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 147-151.