Yet, in spite of documented ambivalence towards temptation and well-meaning vows not to succumb again, consumers often end up repeating the same or similar choices. A new study by Suresh Ramanathan (University of Chicago) and Patti Williams (Wharton School of Business, University of Pennsylvania) examines repeated impulsive behavior despite the presence of guilt – important research underscored by the increasing prevalence of binge drinking, obesity, and credit card debt.
While most published research has examined the emotional consequences of self-control lapses, Ramanathan and Williams expand the literature by studying the affective outcomes of indulgent consumption as it unfolds over time. In two studies, they examine the immediate and delayed emotional consequences of engaging in indulgent consumption among both prudent and impulsive consumers.
Significantly, the researchers find that both impulsive and prudent consumers experience a mixture of positive and negative emotions immediately after consuming a food indulgence. However, the components of the emotional ambivalence are different across the two groups.
“While the impulsive consumers do feel negative emotions such as stress, they do not feel much guilt or regret,” the authors reveal.
Further, the time course of these emotions is different across the two types of consumers. Impulsive people continue to feel residual effects of their positive emotions over time, but experience a sharp decline in their negative emotions. Prudent people continue to experience strong negative and self-conscious emotions, but report significantly lower levels of positive emotions.
“Thus, over time, impulsive consumers are left only with their positive feelings about indulging, while prudent consumers are left only with their negative feelings about indulging. This, in turn, affects propensity to repeat an act of indulgence,” the authors explain.
Therefore, impulsive consumers are much more likely to engage in a second indulgent act over time than are prudent consumers. The authors also find differences in the extent to which people take actions to undo their emotional ambivalence. After indulging once, prudent consumers are more likely than impulsive consumers to seize an opportunity to make a utilitarian choice.
“Impulsive people may be more comfortable with duality or conflict, or may be more resigned to the experience of such conflict,” the authors conclude. “Prudent people, on the other hand, seem to be more eager to seize the chance to launder their negative emotions.”
Suzanne Wu | EurekAlert!
Study relating to materials testing Detecting damages in non-magnetic steel through magnetism
23.07.2018 | Technische Universität Kaiserslautern
Innovative genetic tests for children with developmental disorders and epilepsy
11.07.2018 | Christian-Albrechts-Universität zu Kiel
There are currently great hopes for solid-state batteries. They contain no liquid parts that could leak or catch fire. For this reason, they do not require cooling and are considered to be much safer, more reliable, and longer lasting than traditional lithium-ion batteries. Jülich scientists have now introduced a new concept that allows currents up to ten times greater during charging and discharging than previously described in the literature. The improvement was achieved by a “clever” choice of materials with a focus on consistently good compatibility. All components were made from phosphate compounds, which are well matched both chemically and mechanically.
The low current is considered one of the biggest hurdles in the development of solid-state batteries. It is the reason why the batteries take a relatively long...
New design tool automatically creates nanostructure 3D-print templates for user-given colors
Scientists present work at prestigious SIGGRAPH conference
Most of the objects we see are colored by pigments, but using pigments has disadvantages: such colors can fade, industrial pigments are often toxic, and...
Scientists at the University of California, Los Angeles present new research on a curious cosmic phenomenon known as "whistlers" -- very low frequency packets...
Scientists develop first tool to use machine learning methods to compute flow around interactively designable 3D objects. Tool will be presented at this year’s prestigious SIGGRAPH conference.
When engineers or designers want to test the aerodynamic properties of the newly designed shape of a car, airplane, or other object, they would normally model...
Researchers from TU Graz and their industry partners have unveiled a world first: the prototype of a robot-controlled, high-speed combined charging system (CCS) for electric vehicles that enables series charging of cars in various parking positions.
Global demand for electric vehicles is forecast to rise sharply: by 2025, the number of new vehicle registrations is expected to reach 25 million per year....
17.08.2018 | Event News
08.08.2018 | Event News
27.07.2018 | Event News
21.08.2018 | Ecology, The Environment and Conservation
21.08.2018 | Life Sciences
21.08.2018 | Power and Electrical Engineering