Self regulatory failure and sequential choice: How the presence of mental budgets undermines consumption regulation

Natalina Zlatevska, Bond University
Mark Spence, Bond University

Document Type Conference Paper

Interim status: Citation only.

Zlatevska, N. & Spence, M. (2011). Self regulatory failure and sequential choice: How the presence of mental budgets undermines consumption regulation. Paper to be presented at the 2011 society of consumer psychology conference, Atlanta, Georgia.

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© Copyright Natalina Zlatevska & Mark Spence, 2010

Abstract

In the food consumption domain, individuals use mental budgets, often conceptualized as numerical reference points, to outline the appropriate number of snacks or calories to consume while on a diet. Although research has identified the benefits of greater regulatory control associated with mental budgets, we suggest that there is an opportunity for mental budgeting to undermine, rather than aid regulatory effort in the case where a self-regulatory failure occurs.