Unpacking Self-Control: When More Categories Lead to Lower Calorie Budgets
Consumers set calorie budgets in different ways, e.g., by day (“overall approach”) or by meal (“categorical approach”). Contrary to prior unpacking effects, we show that the categorical (vs. overall) approach results in lower budgets and lower consumption; one reason is that it provides more opportunities for self-control in consumption.
Miaolei (Liam) Jia, Aradhna Krishna, and Xiuping Li (2017) ,"Unpacking Self-Control: When More Categories Lead to Lower Calorie Budgets", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 233-237.
Miaolei (Liam) Jia, National University of Singapore, Singapore
Aradhna Krishna, University of Michigan, USA
Xiuping Li, National University of Singapore, Singapore
NA - Advances in Consumer Research Volume 45 | 2017
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