When Later Never Comes: Postponing Consumption Boosts Self-Control

Consumers have difficulty controlling their consumption. Yet strategies that encourage self-control are rare. Three experiments tested a novel route toward self-control success. Relative to the most common strategy, restraint, postponing consumption to the indefinite future reduced short- and long-term consumption of the postponed snack. Process and implications will be discussed.


Nicole Mead and Vanessa Patrick (2013) ,"When Later Never Comes: Postponing Consumption Boosts Self-Control ", in E - European Advances in Consumer Research Volume 10, eds. Gert Cornelissen, Elena Reutskaja, and Ana Valenzuela, Duluth, MN : Association for Consumer Research, Pages: 210-211.


Nicole Mead, Erasmus University Rotterdam, The Netherlands
Vanessa Patrick, University of Houston, USA


E - European Advances in Consumer Research Volume 10 | 2013

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