Self-Regulatory Strength Amplification through Selective Information Processing

Journal of Consumer Psychology, Vol. 23, No. 1, pp. 61-73, 2013

University of Alberta School of Business Research Paper No. 2013-10

14 Pages Posted: 21 Feb 2013 Last revised: 6 Mar 2013

See all articles by Remi Trudel

Remi Trudel

Independent

Kyle B. Murray

University of Alberta - Department of Marketing, Business Economics & Law

Date Written: August 30, 2010

Abstract

We propose and demonstrate that although depletion of self-regulatory strength is common, it is not inevitable. Four experiments show that under certain conditions, consumers can amplify their self-regulatory strength and, as a result, increase their ability to control their behavior. Experiments 1-3 examine the depleting effects of information processing by exposing dieters and nondieters to either cost or pleasure information about chocolate. The results of experiments 1-3 show that when dieters have the ability to monitor the costs of consumption, they are motivated to mobilize additional strength and increase their ability to self-regulate. In experiment 4 we show the practical implications of our work and show that dieters are better able to control their eating because they choose to focus more on the cost (versus pleasure) of consumption.

Keywords: self-regulation, ego depletion, resources, regulatory-strength, information processing, nutrition labeling

Suggested Citation

Trudel, Remi and Murray, Kyle B., Self-Regulatory Strength Amplification through Selective Information Processing (August 30, 2010). Journal of Consumer Psychology, Vol. 23, No. 1, pp. 61-73, 2013, University of Alberta School of Business Research Paper No. 2013-10, Available at SSRN: https://ssrn.com/abstract=2222293

Kyle B. Murray

University of Alberta - Department of Marketing, Business Economics & Law ( email )

Edmonton, Alberta T6G 2R6
Canada
780-248-1091 (Phone)
780-492-4631 (Fax)

HOME PAGE: http://www.kylemurray.com

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