Too Busy to Lose Control: Impact of Busyness on Indulgent Consumption Behaviors

We explore how busy appeals in marketing impact consumer choices. Contrary to prior research on time pressure which predicts increased indulgent consumption under time pressure, we propose that busyness reduces indulgent consumption by increasing perception of self-importance. We provide support for the process across four studies including a field study.


JeeHye Christine Kim, Monica Wadhwa, and Amitava Chattopadhyay (2015) ,"Too Busy to Lose Control: Impact of Busyness on Indulgent Consumption Behaviors", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl , Carolyn Yoon, and , Duluth, MN : Association for Consumer Research, Pages: 147-151.


JeeHye Christine Kim, INSEAD, Singapore
Monica Wadhwa, INSEAD, Singapore
Amitava Chattopadhyay, INSEAD, Singapore


NA - Advances in Consumer Research Volume 43 | 2015

Share Proceeding

Featured papers

See More


Willingness to Pay: A Contextualized Method of Valuation

Sharlene He, Concordia University, Canada
Eric T. Anderson, Northwestern University, USA
Derek Rucker, Northwestern University, USA

Read More


Q2. Why do Kids Love Watching Unboxing Videos? Understanding The Motivations of Children to Consume Unboxing Toy Videos

Teresa Trevino, Universidad de Monterrey
Mariela Coronel, UDEM
Valeria Martínez, UDEM
Ivanna Martínez, UDEM
Daniela Kuri, UDEM

Read More


Slow and Steady versus Fast and Furious: The Effect of Speed on Decision Making

Ellie Kyung, Dartmouth College, USA
Yael Shani-Feinstein, Ben Gurion University, Israel
Jacob Goldenberg, IDC

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.