Self-Control, Depletion and Choice

Nathan Novemsky, Yale University
Jing Wang, Yale University
Ravi Dhar, Yale University
Roy Baumesiter, Florida State University
In several studies, we observe that depletion of regulatory resources can affect choice and that choice can affect the level of available resources. For example, we find that early choices in a sequence affect later choices. We also examine why choice depletes resources and find that trade-offs rather than choice difficulty seems to predict which choices will be depleting. Lastly, we find that individuals are not aware that choices can deplete resources and thereby affect subsequent choices.
[ to cite ]:
Nathan Novemsky, Jing Wang, Ravi Dhar, and Roy Baumesiter (2007) ,"Self-Control, Depletion and Choice", in NA - Advances in Consumer Research Volume 34, eds. Gavan Fitzsimons and Vicki Morwitz, Duluth, MN : Association for Consumer Research, Pages: 484-485.