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
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