15B Subjective Age and Self-Control

While people cannot change their chronological age, they can feel younger or older than their chronological age. This research investigates how feeling younger than one’s age influences self-control in consumption decisions. Our findings show that feeling young can improve self-control particularly when making food consumption decisions.



Citation:

Ga-Eun (Grace) Oh and Keith Wilcox (2019) ,"15B Subjective Age and Self-Control", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 985-985.

Authors

Ga-Eun (Grace) Oh, Open University of Hong Kong, China
Keith Wilcox, Columbia University, USA



Volume

NA - Advances in Consumer Research Volume 47 | 2019



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