Indulgence as self-reward for prior shopping restraint: A justification-based mechanism
Mukhopadhyay and Johar, Journal of Consumer Psychology 19(3), 2009, 334-345. 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.
Mukhopadhyay and Johar, Journal of Consumer Psychology 19(3), 2009, 334-345. 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.
Written from the abstract, 2026-11-07.
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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. doi:10.1016/j.jcps.2009.02.016 https://doi.org/10.1016/j.jcps.2009.02.016