Navigation Links
Distorting the past: Why do impulsive consumers forget their past indulgences?
Date:6/25/2014

Activities like dieting, saving money, and studying require goal setting and self-control. But even the most disciplined person falls prey to temptation every once in a while. According to a new study in the Journal of Consumer Research, people who distort past memories of their indulgences are more likely to indulge in the future.

"We investigated the possibility that individuals may distort memories of past behavior in order to allow for indulgence in the present. In other words, people may trick themselves into thinking something like, 'I've been good on my diet lately, so I can have this piece of cake,'" write authors Frank May (Virginia Tech) and Caglar Irmak (University of Miami).

Across four studies involving eating, spending, and studying, the authors found that people distort their memories of past indulgences when faced with an opportunity to indulge. This, in turn, leads to greater levels of indulgence. In one study, the authors gave participants candy and allowed thirty minutes to pass. A bag of M&Ms was then placed in front of some participants, but not others. When asked to estimate how many calories were in the candy consumed at the beginning of the study, participants who had consumed M&Ms gave a lower calorie estimate than those who had not consumed the M&Ms. When the opportunity to indulge was not present (the M&Ms were removed), all participants gave a similar calorie estimate.

This information can help banks, health clubs, and companies looking to maximize customer behavior and the choices people make on a day-to-day basis. For example, gym managers might send out emails reminding people how long it has been since their last workoutencouraging impulsive people to come in to exercise and ultimately increase their satisfaction with their gym membership.

People who know they are highly impulsive might want to take steps to accurately remember both past indulgences and moments of self-control (by keeping a detailed journal, for example). "Having this information available can help a person both avoid a poor decision in the face of temptation and ensure that their past self-control behavior does not appear to be more significant than it actually was," the authors conclude.


'/>"/>

Contact: Mary-Ann Twist
JCR@bus.wisc.edu
608-255-5582
University of Chicago Press Journals
Source:Eurekalert

Related medicine news :

1. Quadriga Art Offers New Whitepaper: "The Past is the Past: Propel Your Marketing Strategy into the Future"
2. A Blast from the Past: a Prostate Cancer Fundraiser at the Hamptons
3. That impulsive, moody preschooler may grow up to be a problem gambler
4. Impulsive Tots at Risk for Gambling Problems Later: Study
5. Increasing dopamine in frontal cortex decreases impulsive tendency, UCSF-Gallo scientists find
6. Increasing dopamine in brains frontal cortex decreases impulsive tendency, UCSF-Gallo study finds
7. Boys impulsiveness may result in better math ability, say MU researchers
8. Boys Impulsiveness May Add Up to Edge in Math
9. Impulsive College Women at Risk of Drinking Problems: Study
10. UGA researchers identify brain pathway triggering impulsive eating
11. Motivations for gambling, sexual motivation and satisfaction, and impulsive shoppers
Post Your Comments:
*Name:
*Comment:
*Email:
(Date:5/4/2016)... ... May 04, 2016 , ... The RIDER ... and development of DRACO broad-spectrum antiviral therapeutics. DRACOs have proven effective against all ... May 3, 2016 at http://igg.me/at/EndTheVirus and runs for 60 days, we ...
(Date:5/4/2016)... (PRWEB) , ... May 04, 2016 , ... Nike Rugby ... junior rugby in San Diego. Willis, founder of Elite Rugby Camps and current Nike ... and players every year since 2009. , “I’m excited for our eighth summer ...
(Date:5/4/2016)... (PRWEB) , ... May 04, 2016 , ... ... a master charity program created to assist the people of their local community. ... with nonprofit organizations and community leaders. Their hope is to bring awareness to ...
(Date:5/4/2016)... ... May 04, 2016 , ... Dr. Elyson and Dr. Assili, ... surgery at their office. Wisdom tooth removal, a common dental procedure, is performed for ... often are improperly erupted, resulting in risks of complications. By providing wisdom tooth removal ...
(Date:5/4/2016)... ... ... Francesca Loparco, Co-Founder of Queen City Dream Cars, an exotic car rental business ... at Christenbury Eye Center. The entrepreneur struggled with her computer, riding horses and driving ... her in-office consultation and eye exam. Francesca’s eyesight was restored to 20/20 in both ...
Breaking Medicine News(10 mins):
(Date:5/4/2016)... , May 4, 2016 ... addition of the  "Global Actinic Keratosis Market ... to their offering.       (Logo: ... Keratosis Market and Competitive Landscape Highlights 2016, ... products, Actinic Keratosis epidemiology, Actinic Keratosis market ...
(Date:5/3/2016)... Sino-German High-Tech Fund to further expand product development, strengthen its disease modeling capabilities and increase market presence. ... ... ... ... Sino-German High-Tech Fund ...
(Date:5/3/2016)... Ore. , May 3, 2016   BIOTRONIK ... importance of extending care beyond the implant at the ... May 4-7 in San Francisco . ... continually delivering the highest quality of patient care and ... are cared for each and every tomorrow," said ...
Breaking Medicine Technology: