Everything in Moderation? When Moderation Leads to Indulgence

Ashley Rae Arsena, The University of Texas at San Antonio, USA
David H. Silvera, University of Texas at San Antonio, USA
Advocating the practice of moderation is based on the assumption that moderation leads to healthier choices. The present research supports that assumption for low self-control individuals, for whom priming moderation increased preference for healthy choices. However, for high self-control individuals, priming moderation paradoxically increased preference for indulgent choices.
[ to cite ]:
Ashley Rae Arsena and David H. Silvera (2011) ,"Everything in Moderation? When Moderation Leads to Indulgence ", 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.