Self-Controlled But Not Myself: When Restraint Versus Indulgence Undermines Consumers’ Authenticity and Decision Satisfaction
Consumer self-control is largely viewed as beneficial, but does it also have downsides? We show that for consumers low in lay rationalism, who rely less on reason than feelings when making decisions, resolving self-control conflicts through restraint (vs. indulgence) undermines decision satisfaction because it makes them feel less authentic.
Michail D. Kokkoris, Erik Hoelzl, and Carlos Alós-Ferrer (2017) ,"Self-Controlled But Not Myself: When Restraint Versus Indulgence Undermines Consumers’ Authenticity and Decision Satisfaction", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 264-269.
Michail D. Kokkoris, Vienna University of Economics and Business, Austria
Erik Hoelzl, University of Cologne, Germany
Carlos Alós-Ferrer, University of Cologne, Germany
NA - Advances in Consumer Research Volume 45 | 2017
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