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Resisting That Triple-Chocolate Cake: Mental Budgets and Self-Control

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  • Parthasarathy Krishnamurthy
  • Sonja Prokopec

Abstract

This research examines whether mental budgets, defined as self-specified allowances for behaviors, can help with self-control. We theorize that mental budgets will lead to greater self-control when the avoidance aspects of the behavior are made salient and when the decision context allows easy monitoring of one's own behavior. Study 1 finds that mental budgets help reduce consumption of indulgent products when avoidance aspects of the behavior are made salient. Study 2 finds that even when avoidance aspects are made salient, mental budgets are effective only when option information enables monitoring of one's choices relative to the budget. Study 3 finds that external reference points (a feature of both studies 1 and 2) play a critical role in reducing consumption. Study 4 extends the findings from studies 1 and 3 and finds that mental budgets are effective in enhancing self-control if the person also has a high chronic prevention focus. (c) 2009 by JOURNAL OF CONSUMER RESEARCH, Inc..

Suggested Citation

  • Parthasarathy Krishnamurthy & Sonja Prokopec, 2010. "Resisting That Triple-Chocolate Cake: Mental Budgets and Self-Control," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 37(1), pages 68-79, June.
    • Handle: RePEc:oup:jconrs:v:37:y:2010:i:1:p:68-79
    DOI: 10.1086/649650
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    Citations

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    Cited by:

    1. Mariya Davydenko & Marta Kolbuszewska & Johanna Peetz, 2021. "A meta-analysis of financial self-control strategies: Comparing empirical findings with online media and lay person perspectives on what helps individuals curb spending and start saving," PLOS ONE, Public Library of Science, vol. 16(7), pages 1-25, July.
    2. Zeng, Yangyi & Herzfeld, Thomas, 2021. "The effects of mental budgeting on the intentions to switch to low-toxicity pesticides: Evidence from vegetable farmers in Sichuan, China," EconStor Open Access Articles and Book Chapters, ZBW - Leibniz Information Centre for Economics, vol. 13(3).
    3. Antonides, Gerrit & de Groot, I. Manon, 2022. "Mental budgeting of the self-employed without personnel," Journal of Behavioral and Experimental Economics (formerly The Journal of Socio-Economics), Elsevier, vol. 98(C).
    4. Miaolei (Liam) Jia & Xiuping Li & Aradhna Krishna & Lisa E Bolton & Darren W Dahl & Margaret C Campbell, 2020. "Contraction with Unpacking: When Unpacking Leads to Lower Calorie Budgets [See What You Want to See: Motivational Influences on Visual Perception]," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 46(5), pages 853-870.
    5. Olsen, Jerome & Kasper, Matthias & Kogler, Christoph & Muehlbacher, Stephan & Kirchler, Erich, 2019. "Mental accounting of income tax and value added tax among self-employed business owners," Journal of Economic Psychology, Elsevier, vol. 70(C), pages 125-139.
    6. Andersson, Henrik & Ouvrard, Benjamin, 2024. "Not on my plate! Using mental accounting to promote meat substitutes," TSE Working Papers 24-1547, Toulouse School of Economics (TSE).
    7. Kato, Ryo & Hoshino, Takahiro, 2021. "Unplanned purchase of new products," Journal of Retailing and Consumer Services, Elsevier, vol. 59(C).
    8. Huang, Jiaqi & Antonides, Gerrit & Nie, Fengying, 2020. "Is mental accounting of farm produce associated with more consumption of own-produced food?," Journal of Behavioral and Experimental Economics (formerly The Journal of Socio-Economics), Elsevier, vol. 88(C).
    9. Das, Debabrata & Dutta, Pankaj, 2022. "Product return management through promotional offers: The role of consumers’ loss aversion," International Journal of Production Economics, Elsevier, vol. 251(C).

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