Being Indulgent and Becoming Prudent

This research shows that defining the self in terms of the future (i.e. becoming mindset) increases prudent choices and preferences whereas defining the self in terms of the here and now (i.e. being mindset) increases indulgent choices and preferences. First, the relation between self-definitions and construal is demonstrated (Study 1). Then, Studies 2 and 3, examine the effects of self-definition on spending preferences and gift-receiving preferences. Studies 4 and 5, examine actual choice in laboratory and field settings. Finally, Study 6 demonstrates that when there is a fit between consumer self-definitions and product's framing, the overall evaluation of the product increases.


Danit Ein-Gar and Camille Su-Lin Johnson (2010) ,"Being Indulgent and Becoming Prudent", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 174-178 .


Danit Ein-Gar, Tel Aviv University, Israel
Camille Su-Lin Johnson, San Jose State University, USA


NA - Advances in Consumer Research Volume 37 | 2010

Share Proceeding

Featured papers

See More


When Perceiving Oneself as a Spender Increases Saving

Emily Garbinsky, University of Notre Dame, USA
Nicole Mead, University of Melbourne, Australia

Read More


Burnishing Prosocial Image to Self vs. Others

Minah Jung, New York University, USA
Silvia Saccardo, Carnegie Mellon University, USA
Ayelet Gneezy, University of California San Diego, USA
Leif D. Nelson, University of California Berkeley, USA

Read More


Understanding Organ Donation: Discourses of Embodied Recycling

Rebecca Scott, Cardiff University
Samantha Warren, Car

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.