Being Indulgent and Becoming Prudent

Danit Ein-Gar, Tel Aviv University, Israel
Camille Su-Lin Johnson, San Jose State University, USA
This research shows that defining the self in terms of the future (i.e. becoming mindset) increases prudent choices and preferences whereas defining the self in terms of the here and now (i.e. being mindset) increases indulgent choices and preferences. First, the relation between self-definitions and construal is demonstrated (Study 1). Then, Studies 2 and 3, examine the effects of self-definition on spending preferences and gift-receiving preferences. Studies 4 and 5, examine actual choice in laboratory and field settings. Finally, Study 6 demonstrates that when there is a fit between consumer self-definitions and product's framing, the overall evaluation of the product increases.
[ to cite ]:
Danit Ein-Gar and Camille Su-Lin Johnson (2010) ,"Being Indulgent and Becoming Prudent", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 174-178 .