Self-Control for the Righteous: Toward a Theory of Precommitment to Indulgence

  title={Self-Control for the Righteous: Toward a Theory of Precommitment to Indulgence},
  author={Ran Kivetz and I. Simonson},
  journal={Journal of Consumer Research},
Prior research has examined consumers’ use of self‐control to avoid hedonic (myopic) temptations, such as overspending and smoking. In this research we investigate 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 (e.g., saving for college education… Expand

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