Preference Reversal of Indulgent Rewards As a Dynamic Self-Control Mechanism

The present research tested for a dynamic self-control process that helps to resolve the conflicts between a focal goal and a chronicle goal by altering the choice of the indulgent reward that undermines the chronicle goal (e.g., cheese cake) during versus after the focal goal pursuit.


Qian Xu, Liyin Jin, and Ying Zhang (2015) ,"Preference Reversal of Indulgent Rewards As a Dynamic Self-Control Mechanism", in AP - Asia-Pacific Advances in Consumer Research Volume 11, eds. Echo Wen Wan, Meng Zhang, and , Duluth, MN : Association for Consumer Research, Pages: 13-16.


Qian Xu, The University of Hong Kong
Liyin Jin, Fudan University, China
Ying Zhang, Peking University, China


AP - Asia-Pacific Advances in Consumer Research Volume 11 | 2015

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