Just This Once: Perceptual Distortion Entitles Consumers to Indulge

Three experimental studies show that perceived differences between current and future choice situations reduce food intake self-regulation in the current choice. We demonstrate that the effect occurs because, in response to a currently available food temptation, consumers perceptually differentiate the current choice situation from future choice situations allowing them to indulge without threatening their long-term goal.



Citation:

Bert Weemaes, Siegfried Dewitte, and Luk Warlop (2011) ,"Just This Once: Perceptual Distortion Entitles Consumers to Indulge", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.

Authors

Bert Weemaes, K.U. Leuven, Belgium
Siegfried Dewitte, K.U. Leuven, Belgium
Luk Warlop, K.U. Leuven, Belgium



Volume

NA - Advances in Consumer Research Volume 38 | 2011



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