Chronic Regulatory Focus: Resist impulse consumption or let it happen?
Purpose – The central objective of this research was to analyze the moderating role of chronic regulatory focus in impulse consumption when individuals are exhausted of self-control energies (ego depletion). In addition, we sought to examine the relationship between regulatory adjustment and the...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
Fundação Escola de Comércio Álvares Penteado
2018-10-01
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| Series: | Revista Brasileira de Gestão De Negócios |
| Subjects: | |
| Online Access: | https://rbgn.fecap.br/RBGN/article/view/3954/pdf |
| Summary: | Purpose – The central objective of this research was to analyze the
moderating role of chronic regulatory focus in impulse consumption
when individuals are exhausted of self-control energies (ego depletion).
In addition, we sought to examine the relationship between regulatory
adjustment and the affective and cognitive processes of impulse decision
making.
Design/methodology/approach – The study was performed through
an experiment. Data analysis was done using the Johnson-Neyman
floodlight technique, which is recommended when the independent
variable is continuous, so as not to transform it into a dichotomous
variable, thus avoiding the loss of information.
Findings – The results provide evidence that individuals with a profile
of being vigilant about impulse decisions (focus on prevention), that
is, with greater self-control in their decisions, end up spending more
self-control energy than individuals who do not have this concern (focus
on promotion), resulting in higher impulse consumption.
Originality/value – The main contribution is a counterintuitive result
that individuals who should be better prepared to withstand impulse
consumption, with greater self-control, end up consuming more on
impulse because they expend more energy in an attempt to control
themselves |
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| ISSN: | 1806-4892 1983-0807 |