9-G: Diets With Cheat Days: the Effect of Implicit Self-Theories on Recovery From Goal-Inconsistent Behavior

Dieters fall into two types: Abstainers, who completely avoid temptations, and moderators, who occasionally break the rules. We show that lay beliefs about the renewability of self-control determine which approach people choose. Our results suggest that there is no “best” strategy: dieters are more successful when they follow their beliefs.


Yi Xie, Naomi Mandel, and Meryl Gardner (2017) ,"9-G: Diets With Cheat Days: the Effect of Implicit Self-Theories on Recovery From Goal-Inconsistent Behavior", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 1067-1067.


Yi Xie, Arizona State University, USA
Naomi Mandel, Arizona State University, USA
Meryl Gardner, University of Delaware, USA


NA - Advances in Consumer Research Volume 45 | 2017

Share Proceeding

Featured papers

See More


Gaze Reflects Loss Aversion

Feng Sheng, University of Pennsylvania, USA
Arjun Ramakrishnan, University of Pennsylvania, USA
Darsol Seok, University of Pennsylvania, USA
Puti Cen, University of Pennsylvania, USA
Michael Platt, University of Pennsylvania, USA

Read More


Increasing Consumption of Larger Product Sizes through Symbolic Congruity: Size Label Color and Product Temperature

Seth Ketron, East Carolina University
Nancy Spears, University of North Texas

Read More


O10. Individual Differences in Consumers' Need For Cognition and Affect: A Neuromarketing Study Using Voxel-Based Morphometry

Jianping Huang, Tsinghua University
Yang Sun, Tsinghua University
Jie Sui, University of Bath, UK
Xiaoang Wan, Tsinghua University

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.