Overweight and Self-Control Failure: Is There a Way Out?

Thomas Rudolph, University of St.Gallen, Switzerland
Alexandra Glas, University of St.Gallen, Switzerland
Peter Kenning, Zeppelin University, Germany
Although consumers pursue long-term health objectives, often short-term temptations affect individuals’ food choices, which cause a self-control dilemma. Instead of following their own intentions, consumers find themselves guided by deep-rooted habits. This research examines whether it is possible to stimulate better food choices by combining economic and psychological approaches.
[ to cite ]:
Thomas Rudolph, Alexandra Glas, and Peter Kenning (2011) ,"Overweight and Self-Control Failure: Is There a Way Out?", 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.