Choosing the More Effortful Option For Illusionary Self-Control

We show that when choosing between two unhealthy food items, people with an active health goal are more likely to choose the option that incurs more psychical or psychological effort, as an excuse for self-indulgence and a means to solve the self-control dilemma.



Citation:

Yanjie Li and Leilei Gao (2013) ,"Choosing the More Effortful Option For Illusionary Self-Control", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research, Pages: .

Authors

Yanjie Li, Chinese University of Hong Kong, Hong Kong, China
Leilei Gao, Chinese University of Hong Kong, Hong Kong, China



Volume

NA - Advances in Consumer Research Volume 41 | 2013



Share Proceeding

Featured papers

See More

Featured

The Subjective Experience of Goal Failure: How Choosing the Lesser Evil Eradicates the Negative Consequences of Goal Failure

Kamila Sobol, Concordia University, Canada

Read More

Featured

Ineffective Altruism: Giving Less When Donations Do More

Joshua Lewis, University of Pennsylvania, USA
Deborah Small, University of Pennsylvania, USA

Read More

Featured

Cultural Values and Consumers’ Brand Preference

Jessie J. Wang, Miami University, Ohio
Ashok K Lalwani, Indiana University, USA
Devon DelVecchio, Miami University, Ohio

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.