Overweight and Self-Control Failure: Is There a Way Out?

Although consumers pursue long-term health objectives, often short-term temptations affect individuals’ food choices, which cause a self-control dilemma. Instead of following their own intentions, consumers find themselves guided by deep-rooted habits. This research examines whether it is possible to stimulate better food choices by combining economic and psychological approaches.


Thomas Rudolph, Alexandra Glas, and Peter Kenning (2011) ,"Overweight and Self-Control Failure: Is There a Way Out?", 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.


Thomas Rudolph, University of St.Gallen, Switzerland
Alexandra Glas, University of St.Gallen, Switzerland
Peter Kenning, Zeppelin University, Germany


NA - Advances in Consumer Research Volume 38 | 2011

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