Gita Johar

Who they are

The work of Gita Johar reaches this site through the paper listed below. The name is tied to Restraint as Justification. Their paper reports: Four experiments.

Key papers

Mukhopadhyay, A., & Johar, G. V. (2009). Indulgence as self-reward for prior shopping restraint: A justification-based mechanism. Journal of Consumer Psychology, 19(3), 334-345. What it reports: Four experiments. Resisting a tempting purchase made people more likely to reward themselves later by choosing an indulgent option over a non-indulgent one. The effect appeared only when the restraint was salient and could serve as a justification.

Key ideas

Restraint as Justification: The finding that earlier restraint, when salient, made people more likely to reward themselves with an indulgent option.

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