Self-Regulatory Strength and Consumers' Relinquishment of Decision Control: When Less Effortful Decisions Are More Resource Depleting

Usta, Murat; Häubl, Gerald
April 2011
Journal of Marketing Research (JMR);Apr2011, Vol. 48 Issue 2, p403
Academic Journal
Using the self-regulatory strength model and prior research on self-esteem threats, the authors predict and show that delegating decisions to surrogates (e.g., financial advisors, physicians) depletes consumers' limited self-regulatory resources more than making the same decisions independently, thus impairing their subsequent ability to exercise self-control. This is the case even though decision delegation actually requires less decision-making effort than independent decision making (study 1). However, the resource-depleting effect of decision delegation vanishes when consumers have an opportunity to affirm their belief in free will (study 2). Moreover, when people remember a past decision that they delegated, their self-control is impaired more than when they remember a decision made independently (studies 3 and 4). The authors conclude with a discussion of the theoretical and practical implications of these findings.


Related Articles

  • CHOICE AND PROCRASTINATION. O'Donoghue, Ted; Rabin, Matthew // Quarterly Journal of Economics;Feb2001, Vol. 116 Issue 1, p121 

    Recent models of procrastination due to self-control problems assume that a procrastinator considers just one option and is unaware of her self-control problems. We develop a model where a person chooses from a menu of options and is partially aware of her self-control problems. This menu model...

  • SELF-CONTROLLED PRACTICE OF DECISION-MAKING SKILLS. Memmert, Daniel // Perceptual & Motor Skills;Dec2006, Vol. 103 Issue 3, p879 

    This study analyzed the effects of self-controlled practice on learning cognitive decision-making skills, focusing primarily on how participants used the time available to them during the practice sessions. 30 college students (10 women) ages 22 to 29 years volunteered to practice the game of...

  • On Persistent Pursuits of Self-Interest. Mithaug, Dennis E. // Research & Practice for Persons with Severe Disabilities;Fall2005, Vol. 30 Issue 3, p163 

    Comments on several articles on self-determination for disabled persons, which were published in 2005. Emphasis on the importance of choice in an article on work preferences in the article by J. Martin, L. Woods, L. Sylvester and J. Gardner; Issue of control raised by Mike L. Wehmeyer in his...

  • Ask Arizona.  // Highlights;Jul2006, Vol. 61 Issue 7, p22 

    A letter soliciting suggestions to resolve the problem of having difficulty in making choices and decisions is presented.

  • Make Up Your Mind! Rovetch, Lissa // Highlights;Jul2006, Vol. 61 Issue 7, p22 

    A letter offering advice to a reader experiencing a difficulty in making choices and making decisions is presented. It outlines the potato trick for decision making. A story about the author's personal experience with the problem of undecidedness is provided. It lists several suggestions for the...

  • Trade-Offs and Depletion in Choice. Wang, Jing; Novemsky, Nathan; Dhar, Ravi; Baumeister, Roy F // Journal of Marketing Research (JMR);Oct2010, Vol. 47 Issue 5, p910 

    Four experiments examine why choices deplete executive resources. The authors show that the resolution of trade-offs is a driver of depletion effects arising from choice, and the larger the trade-offs, the greater is the depletion effect. The authors also find that choice difficulty not related...

  • The Hot-Cold Decision Triangle: A framework for healthier choices. Yang, Haiyang; Carmon, Ziv; Kahn, Barbara; Malani, Anup; Schwartz, Janet; Volpp, Kevin; Wansink, Brian // Marketing Letters;Jul2012, Vol. 23 Issue 2, p457 

    People often behave in ways that are clearly detrimental to their health. We review representative research on unhealthy behaviors within a parsimonious framework, the Hot-Cold Decision Triangle. Through this framework, we describe how when people embrace colder state reasoning-instead of...

  • Self-regulation in alimentary choice and its underpinning processes. Pavlicek, Beth; Hutcherson, Cendri; Plassmann, Hilke // NeuroPsychoEconomics Conference Proceedings;2013, p52 

    The processes contributing to self-regulation in the context of food choices remain poorly understood. Variation in self-control may derive from differences at several points in the circuitry subserving decision making: (1) low-level differences in the incentive value of foods, (2) mid-level...

  • Electrophysiological Indices of Response Inhibition in a Go/NoGo Task Predict Self-Control in a Social Context. Nash, Kyle; Schiller, Bastian; Gianotti, Lorena R. R.; Baumgartner, Thomas; Knoch, Daria // PLoS ONE;Nov2013, Vol. 8 Issue 11, p1 

    Recent research demonstrates that response inhibition—a core executive function—may subserve self-regulation and self-control. However, it is unclear whether response inhibition also predicts self-control in the multifaceted, high-level phenomena of social decision-making. Here we...


Read the Article


Sorry, but this item is not currently available from your library.

Try another library?
Sign out of this library

Other Topics