Does This Dog Make Me Look Fat? the Liberating Effect of Choices Made For Others on Subsequent Choices For the Self

Kelley A. Gullo, Duke University, USA
Peggy Liu, University of Pittsburgh, USA
Lingrui Zhou, Duke University, USA
Gavan J. Fitzsimons, Duke University, USA
Consumers frequently make consumption choices for others. We propose that those choices affect subsequent choices made for the self. We show that a choice made for a pet’s consumption that is congruent with a primary personal goal liberates subsequent pursuit of an opposing secondary goal for the self.
[ to cite ]:
Kelley A. Gullo, Peggy Liu, Lingrui Zhou, and Gavan J. Fitzsimons (2016) ,"Does This Dog Make Me Look Fat? the Liberating Effect of Choices Made For Others on Subsequent Choices For the Self", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau and Stefano Puntoni, Duluth, MN : Association for Consumer Research, Pages: 733-733.