Healthy Satiation: The Role of Decreasing Desire in Effective Self-Control

  title={Healthy Satiation: The Role of Decreasing Desire in Effective Self-Control},
  author={Joseph P. Redden and Kelly L. Haws},
  journal={Quantitative Marketing eJournal},
Self-control is typically viewed as a battle between willpower and desire. The authors focus on the desire side of the equation and extol the positive effect of faster satiation that makes unhealthy behaviors less tempting. They demonstrate that consumers higher in trait self-control demonstrate such “healthy” satiation as they satiate faster on unhealthy foods than on healthy foods. In contrast, those with lower self-control fail to consistently show this differential pattern in their… 
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