Beating Back That Triple-Chocolate Cake: Mental Accounts As Instruments of Self-Regulation
People are often unable to say “no” to actions that they would like to say “no” to. Such instances of goal-behavior inconsistency represent failures of self-regulation (Heatherton and Baumeister, 1996). In this research, we posit that mental accounts (Thaler, 1980; Tversky and Kahneman, 1981) will lead to improved self-regulation because they possess all three factors suggested by Baumeister (2002) as requirements for effective self-control, i.e., clear standards, effective monitoring, and capacity. Two studies show that mental accounts increase decision efficiency, and improve self-control when combined with a task that is compatible with the goal of limiting consumption.
Parthasarathy Krishnamurthy and Sonja Prokopec (2007) ,"Beating Back That Triple-Chocolate Cake: Mental Accounts As Instruments of Self-Regulation", in NA - Advances in Consumer Research Volume 34, eds. Gavan Fitzsimons and Vicki Morwitz, Duluth, MN : Association for Consumer Research, Pages: 713-714.
Parthasarathy Krishnamurthy, University of Houston, USA
Sonja Prokopec, University of Houston, USA
NA - Advances in Consumer Research Volume 34 | 2007
Why Do People Who Have More Enjoy Horror More?
Haiyang Yang, Johns Hopkins University
Kuangjie Zhang, Nanyang Technological University, Singapore
L13. The Recipient Effect on Consumers’ Preference for Products Displayed in Different Horizontal Locations
Sheng Bi, Washington State University, USA
Nik Nikolov, Washington State University, USA
Julio Sevilla, University of Georgia, USA
Consumers’ Attitudes Towards Their Rights and Responsibilities in the Sharing Economy: An Ideological Perspective
Marylouise Caldwell, University of Sydney, Australia
Steve Elliot, University of Sydney, Australia
Paul Henry, University of Sydney, Australia
Marcus O'Connor, University of Sydney, Australia