Friends Show the Forest Beyond the Trees: Friendship Enhances Consumer Self-Control By Facilitating Global Processing

Consumers regularly fail to exert sufficient self-control when confronted with consumption temptations. Three experiments show that reminding consumers of friendship promotes consumer self-control by facilitating global processing. By broadening consumers’ (conceptual or perceptual) processing style, friends show consumers the proverbial forest beyond the trees and as such substantially enhance self-control.



Citation:

Eline L.E. de Vries, Debra Trampe, and Bob M. Fennis (2012) ,"Friends Show the Forest Beyond the Trees: Friendship Enhances Consumer Self-Control By Facilitating Global Processing", in NA - Advances in Consumer Research Volume 40, eds. Zeynep Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 633-634.

Authors

Eline L.E. de Vries, University of Groningen, The Netherlands
Debra Trampe, University of Groningen, The Netherlands
Bob M. Fennis, University of Groningen, The Netherlands



Volume

NA - Advances in Consumer Research Volume 40 | 2012



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