Self-Inferred Norms Reduce Desire and Consumption Through Changing Product Perceptions

We explored the effect of norm explicitness during pre-exposure to temptation on subsequent self-control. Explicit and tacit norms enhance self-regulation in the short run but only tacit norms enhance self-regulation in the longer run. Perceptual changes of the temptation, and through it reduced desire for the temptation, underlie the effect.



Citation:

Aiste Grubliauskiene, Siegfried Dewitte, and Luk Warlop (2011) ,"Self-Inferred Norms Reduce Desire and Consumption Through Changing Product Perceptions", in NA - Advances in Consumer Research Volume 39, eds. Rohini Ahluwalia, Tanya L. Chartrand, and Rebecca K. Ratner, Duluth, MN : Association for Consumer Research, Pages: 91-92.

Authors

Aiste Grubliauskiene, K.U. Leuven, Belgium
Siegfried Dewitte, K.U. Leuven, Belgium
Luk Warlop, K.U. Leuven, Belgium



Volume

NA - Advances in Consumer Research Volume 39 | 2011



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