When Indulgent Choice Can Promote the Next Indulgent Choice

This study discussed the impact of the result of the prior indulgent choice (buy or restraint) on subsequent indulgent choices. Whereas the conventional idea is that “restraint” of a prior choice promotes subsequent indulgent choices, we clarified the conditions where “exercising” a prior choice facilitates subsequent indulgent choices.


Naoki Akamatsu and Reo Fukuda (2020) ,"When Indulgent Choice Can Promote the Next Indulgent Choice", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 1181-1181.


Naoki Akamatsu, Meiji Gakuin University
Reo Fukuda, Asia University, JAPAN


NA - Advances in Consumer Research Volume 48 | 2020

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