Inoculations of Self-Control: Switching Vs. Reinforcement Effects of Recalling Past Behavior

Anirban Mukhopadhyay, HKUST, Hong Kong
Jaideep Sengupta, HKUST, Hong Kong
Suresh Ramanathan, University of Chicago, USA
This research investigates how consumers respond to temptations contingent on having been faced with similar temptations in the recent past, and having either resisted the earlier temptation or succumbed to it. Results of three experiments suggest that given a sufficient delay between the episodes, chronically impulsive people are more likely to succumb to a present temptation if they recall having resisted on a previous occasion; on the other hand, non-impulsives are likely to behave consistently with their past behavior: resisting the current temptation if they recall having resisted in the past. These results support a content-of-recall based account of how consumers respond to sequences of similar temptations.
[ to cite ]:
Anirban Mukhopadhyay, Jaideep Sengupta, and Suresh Ramanathan (2007) ,"Inoculations of Self-Control: Switching Vs. Reinforcement Effects of Recalling Past Behavior", in NA - Advances in Consumer Research Volume 34, eds. Gavan Fitzsimons and Vicki Morwitz, Duluth, MN : Association for Consumer Research, Pages: 352-354.