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| Author: | Kivetz, I. Simonson, I. |
| Title: | Self-control for the righteous: Toward a theory of precommitment to indulgence |
| Journal: | Journal of Consumer Research
2002 : SEP, VOL. 29:2, p. 199-217 |
| Index terms: | Consumer behaviour Psychology |
| Language: | eng |
| Abstract: | Prior research has examined consumers' use of self-control to avoid hedonic (myopic) temptations, such as overspending and smoking. This research investigates the opposite form of self-control, whereby consumers force themselves to indulge and avoid default forms of spending on utilitarian necessities and/or savings. In particular, consumers who have difficulty choosing items that are perceived as indulgences or luxuries (e.g. a cruise) over necessities and cash in everyday decisions may use precommitments to indulgence, especially when the psychological cost of such commitments is less concrete. These propositions were tested in a series of studies involving real and hypothetical choices as well as process measures. Among others, the results indicate that a substantial segment of consumers choose hedonic luxury rewards over cash of equal or greater value. Consumers typically explain such choices based on the need to precommit to indulgence, to make sure that the award does not end up in the pool of money used for necessities. |
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