Saved For Later: the Positive and Negative Effects of a Delayed Indulgence

This research demonstrates that merely delaying an indulgence leads to an assessment of self-restraint that is comparable to that evoked from goal compliance, and also leads to self-restrained behavior during a second opportunity to indulge. Findings further reveal that despite the increase in positive self-assessment, purchase satisfaction is ultimately sacrificed.


Argiro Kliamenakis and Kamila Sobol (2019) ,"Saved For Later: the Positive and Negative Effects of a Delayed Indulgence", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 687-698.


Argiro Kliamenakis, Concordia University, Canada
Kamila Sobol, Concordia University, Canada


NA - Advances in Consumer Research Volume 47 | 2019

Share Proceeding

Featured papers

See More


Rituals Enhance Self-Brand Connection: The Role of Time Perception

Maggie Wenjing Liu, Tsinghua University
Xian Wang, Tsinghua University
Qichao Zhu, Tsinghua University

Read More


Portals of Transformation In Consumer Experiences

Linda L Price, University of Oregon, USA
Basil Arnould Price, York University, UK

Read More


The Power of Pottymouth in Word-of-Mouth

Katherine C Lafreniere, University of Alberta, Canada
Sarah G Moore, University of Alberta, Canada

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.