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.
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: .
Yanjie Li, Chinese University of Hong Kong, Hong Kong, China
Leilei Gao, Chinese University of Hong Kong, Hong Kong, China
NA - Advances in Consumer Research Volume 41 | 2013
The Subjective Experience of Goal Failure: How Choosing the Lesser Evil Eradicates the Negative Consequences of Goal Failure
Kamila Sobol, Concordia University, Canada
Ineffective Altruism: Giving Less When Donations Do More
Joshua Lewis, University of Pennsylvania, USA
Deborah Small, University of Pennsylvania, USA
Cultural Values and Consumers’ Brand Preference
Jessie J. Wang, Miami University, Ohio
Ashok K Lalwani, Indiana University, USA
Devon DelVecchio, Miami University, Ohio