Inoculations of Self-Control: Switching Vs. Reinforcement Effects of Recalling Past Behavior

This research investigates how consumers respond to temptations contingent on having been faced with similar temptations in the recent past, and having either resisted the earlier temptation or succumbed to it. Results of three experiments suggest that given a sufficient delay between the episodes, chronically impulsive people are more likely to succumb to a present temptation if they recall having resisted on a previous occasion; on the other hand, non-impulsives are likely to behave consistently with their past behavior: resisting the current temptation if they recall having resisted in the past. These results support a content-of-recall based account of how consumers respond to sequences of similar temptations.



Citation:

Anirban Mukhopadhyay, Jaideep Sengupta, and Suresh Ramanathan (2007) ,"Inoculations of Self-Control: Switching Vs. Reinforcement Effects of Recalling Past Behavior", in NA - Advances in Consumer Research Volume 34, eds. Gavan Fitzsimons and Vicki Morwitz, Duluth, MN : Association for Consumer Research, Pages: 352-354.

Authors

Anirban Mukhopadhyay, HKUST, Hong Kong
Jaideep Sengupta, HKUST, Hong Kong
Suresh Ramanathan, University of Chicago, USA



Volume

NA - Advances in Consumer Research Volume 34 | 2007



Share Proceeding

Featured papers

See More

Featured

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

Featured

How Passive Form Messages in CSR Advertisement Improve Consumer Reaction to the Campaign

Taehoon Park, University of South Carolina, USA
Anastasiya Pocheptsova Ghosh, University of Arizona, USA
Elise Chandon Ince, University of South Carolina, USA

Read More

Featured

I’m Just Trying to Help: How Volunteers’ Social Media Posts Alter Support for Charitable Organizations

Michelle Daniels, Arizona State University, USA
Kirk Kristofferson, Ivey Business School
Andrea Morales, Arizona State University, USA

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.