TITLE

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

AUTHOR(S)
Usta, Murat; Häubl, Gerald
PUB. DATE
April 2011
SOURCE
Journal of Marketing Research (JMR);Apr2011, Vol. 48 Issue 2, p403
SOURCE TYPE
Academic Journal
DOC. TYPE
Article
ABSTRACT
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.
ACCESSION #
59294218

 

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