Just This Once: Perceptual Distortion Entitles Consumers to Indulge

Bert Weemaes, K.U. Leuven, Belgium
Siegfried Dewitte, K.U. Leuven, Belgium
Luk Warlop, K.U. Leuven, Belgium
Three experimental studies show that perceived differences between current and future choice situations reduce food intake self-regulation in the current choice. We demonstrate that the effect occurs because, in response to a currently available food temptation, consumers perceptually differentiate the current choice situation from future choice situations allowing them to indulge without threatening their long-term goal.
[ to cite ]:
Bert Weemaes, Siegfried Dewitte, and Luk Warlop (2011) ,"Just This Once: Perceptual Distortion Entitles Consumers to Indulge", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.