Counteractive Construal in Consumer Goal Pursuit
The present research explores a self-control operation, namely counteractive construal, that helps consumers resolve the conflicts between an important goal and a short-term temptation by altering the construal of the temptation. We propose that when experiencing a self-control conflict, consumers intentionally construe temptation as more damaging to the attainment of a long-term goal, and use these distorted construals to help resolve the conflict in favor of the goals. Three studies provided converging evidence for the counteractive construal hypothesis. We found that people who were experiencing self-control conflict expected tempting food items to contain more calories, and were consequently less interested in consuming these temptations.
Ying Zhang, Szu-Chi Huang, and Susan Broniarczyk (2011) ,"Counteractive Construal in Consumer Goal Pursuit", in E - European Advances in Consumer Research Volume 9, eds. Alan Bradshaw, Chris Hackley, and Pauline Maclaran, Duluth, MN : Association for Consumer Research, Pages: 77.
Ying Zhang, University of Texas at Austin, USA
Szu-Chi Huang, University of Texas at Austin, USA
Susan Broniarczyk, University of Texas at Austin, USA
E - European Advances in Consumer Research Volume 9 | 2011
Personal Budgeting: Does It Work?
Christina Kan, Texas A&M University, USA
Philip M. Fernbach, University of Colorado, USA
John Lynch, University of Colorado, USA
N2. The Devil Wears FAKE Prada: Dual Envy Theory Explains Why Consumers Intend to Purchase Non-Deceptive Luxury Counterfeits
Tanvi Gupta, Indian Institute of Management Bangalore
Preeti Krishnan Lyndem, Indian Institute of Management Bangalore
Can’t Take the Heat? Randomized Field Experiments in Household Electricity Consumption
Praveen Kumar Kopalle, Dartmouth College, USA