Undermining Desire: the Persuasive Power of Short-Term (Vs. Long-Term) Consequences of Indulging

To overcome temptation, consumers often focus on long-term consequences of indulging. However, eight studies (N=4,073) across three domains (alcohol, fatty foods, sugary foods) reveal that short-term costs (e.g., a sugar spike and crash) are more effective at curbing indulgence, as short-term (vs. long-term) costs undermine anticipated enjoyment of the temptation.


Paul Stillman and Kaitlin Woolley (2021) ,"Undermining Desire: the Persuasive Power of Short-Term (Vs. Long-Term) Consequences of Indulging", in NA - Advances in Consumer Research Volume 49, eds. Tonya Williams Bradford, Anat Keinan, and Matthew Matthew Thomson, Duluth, MN : Association for Consumer Research, Pages: 491-492.


Paul Stillman, Yale School of Management
Kaitlin Woolley, Cornell University


NA - Advances in Consumer Research Volume 49 | 2021

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