Penny Wise Lb Foolish: From Ambition to Intemperance

We show that ambition primes (a) increase reward sensitivity and the pursuit of indulgence, and (b) once pursuing indulgences such individuals infer added value of those indulgences from the subjective sense of effort associated with their attainment. This dual process--the pursuit of indulgence and the reinforcement of value from ones effort--is proposed to underlie upward spirals of intemperance among the ambition primed.


Aparna A. Labroo and Sara Kim (2011) ,"Penny Wise Lb Foolish: From Ambition to Intemperance", 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.


Aparna A. Labroo, University of Chicago, USA
Sara Kim, University of Chicago, USA


NA - Advances in Consumer Research Volume 38 | 2011

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