5K No Diet, No Problem: Social Judgments of Others’ Self-Control Outcomes

How do consumers perceive others’ indulgent behaviors that contradict others’ longer-term goals? Two studies show that consumers judge indulgence as less surprising and more positively when these indulgences are irrelevant to the goal, or when a situational attribution can explain the behavior. In short, not all indulgences are judged equally.


Geoffrey Durso and Kelly Haws (2019) ,"5K No Diet, No Problem: Social Judgments of Others’ Self-Control Outcomes", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 967-967.


Geoffrey Durso, Vanderbilt University, USA
Kelly Haws, Vanderbilt University, USA


NA - Advances in Consumer Research Volume 47 | 2019

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