Goals Or Means: How Psychological Distance Influences Depletion Effects

This paper examines how construal level influences the performance of consecutive self-control which requires sustained effort and is vulnerable to self-control resource depletion effect. We propose that at higher-level construals, individuals focus on self-relevant goals (e.g., one’s health goal) and will allocate self-control resources to the second self-control task depending on the importance of the task to their goal. At lower-level construals, individuals attend to resource accessibility and will perform self-control based on their perceived fatigue involved in exerting self-control resource. In three experiments we test this proposition in the consumer health context and examine the underlying processes.


Nidhi Agrawal and Echo Wen Wan (2010) ,"Goals Or Means: How Psychological Distance Influences Depletion Effects", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 246-249 .


Nidhi Agrawal, Northwestern University, USA
Echo Wen Wan, University of Hong Kong, Hong Kong, China


NA - Advances in Consumer Research Volume 37 | 2010

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