Self-Regulation and Consumer Ethnicity: Resisting Undesirable Eating Temptations

David J. Moore, University of Michigan, USA
Intense emotional distress is capable of depleting one’s capacity for self-control, thus increasing one’s vulnerability to yielding to an undesirable eating temptation (Baumeister and Heatherton 1996). This study found that Caucasian women, compared to their African American counterparts, engage in more weight reduction activities, but nevertheless, experience greater emotional concern about gaining weight, and this elevated level of emotion helped to undermine self-regulation. Furthermore, African American women displayed greater transcendence - a more positive attitude toward disappointment in achieving immediate weight reduction goals, and this, in turn, boosted self-regulation. Implications for marketing and public policy are also discussed.
[ to cite ]:
David J. Moore (2009) ,"Self-Regulation and Consumer Ethnicity: Resisting Undesirable Eating Temptations", in NA - Advances in Consumer Research Volume 36, eds. Ann L. McGill and Sharon Shavitt, Duluth, MN : Association for Consumer Research, Pages: 576-576.