Depletion Versus Load: Differential Effects on Self-Control in the Reactance-To-Recommendations Paradigm

Yael Zemack-Rugar, Virginia Tech, USA
Gavan Fitzsimons, Duke University, USA
Two studies differentiate depletion from cognitive load. We argue that depletion results in no awareness of decrements in decision-making capabilities, whereas load leads to such awareness. As a result, under some conditions depletion leads to less self control than load; under other conditions this effect reverses.
[ to cite ]:
Yael Zemack-Rugar and Gavan Fitzsimons (2011) ,"Depletion Versus Load: Differential Effects on Self-Control in the Reactance-To-Recommendations Paradigm ", 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.