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
E5. Volunteer Motivations for Direct versus Indirect Service
Abigail Schneider, Regis University
Eric Hamerman, Iona College
Secrecy Prompts Nonconformity-Avoidance in Consumption Choice
DONGJIN HE, Hong Kong Polytechic University
Yuwei Jiang, Hong Kong Polytechic University
Gerald J. Gorn, Hong Kong Polytechic University
When People Stop Being Nice and Start Getting “Real”: Use of Identity Labels for Stigmatized Groups
Esther Uduehi, University of Pennsylvania, USA
Americus Reed, University of Pennsylvania, USA