Behavioral Disinhibition: a Unitary Framework to Account For Self-Licensing and Consistency Effects in Goal Accessibility and Consumer Choice

We show that behavioral disinhibition drives both self-licensing and its antipode, consistency, in judgment and choice. Three studies demonstrate that disinhibition predicted reward-seeking, affected the salience of an enjoyment vs. health goal, and predicted licensing vs. consistency following exposure to a healthy option.



Citation:

Bob Fennis and Justina Gineikiene (2017) ,"Behavioral Disinhibition: a Unitary Framework to Account For Self-Licensing and Consistency Effects in Goal Accessibility and Consumer Choice", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 600-601.

Authors

Bob Fennis, University of Groningen, The Netherlands
Justina Gineikiene, ISM University of Management and Economics, Lithuania



Volume

NA - Advances in Consumer Research Volume 45 | 2017



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