Louis Vuitton and Your Waistline: Using Luxury Goods Depletes Self-Regulatory Resources and Impairs Self-Control

In four experiments, we provided women with luxury handbags to use, and found that luxury consumption in public leads consumers to feel more self-conscious and more careful about their behavior in front of others. Being in such a mindset depletes one’s self-regulatory resources and impairs self-control in subsequent tasks.



Citation:

Yajin Wang and Deborah John (2014) ,"Louis Vuitton and Your Waistline: Using Luxury Goods Depletes Self-Regulatory Resources and Impairs Self-Control", in NA - Advances in Consumer Research Volume 42, eds. June Cotte, Stacy Wood, and , Duluth, MN : Association for Consumer Research, Pages: 205-209.

Authors

Yajin Wang, University of Minnesota, USA
Deborah John, University of Minnesota, USA



Volume

NA - Advances in Consumer Research Volume 42 | 2014



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