‘I’ Versus ‘You’: Self-Focus As a Mediator of Emotion Effects on Self-Control

Sadness’ association with self and enhanced self-focus has been implicated in the sadness-consumption relationship. We find that the increased self- (vs. other-) focus of sadness leads to more indulgent consumption. Further, we examine whether elaboration on the potential outcomes of behavior for others attenuates the influence of self-focus on self-control.


Nitika Garg and Gergana Nenkov (2013) ,"‘I’ Versus ‘You’: Self-Focus As a Mediator of Emotion Effects on Self-Control", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research, Pages: .


Nitika Garg, University of New South Wales, Australia
Gergana Nenkov, Boston College, USA


NA - Advances in Consumer Research Volume 41 | 2013

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