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Consumer goal pursuit: the effects of ego depletion on implementation intentions

Grant number: 16/11464-6
Support Opportunities:Scholarships in Brazil - Master
Effective date (Start): September 01, 2016
Effective date (End): February 28, 2018
Field of knowledge:Applied Social Sciences - Administration - Business Administration
Principal Investigator:José Afonso Mazzon
Grantee:Felipe Marinelli Affonso
Host Institution: Faculdade de Economia, Administração e Contabilidade (FEA). Universidade de São Paulo (USP). São Paulo , SP, Brazil
Associated scholarship(s):16/23661-0 - Self-Control and The Backfire Effects of Implementation Intentions: A Construal-Level Perspective, BE.EP.MS


Consumer goal pursuit has received an enormous amount of research in the past years. This article seeks to contribute to this stream of research by investigating the relationship between implementation intentions and ego-depletion and its influence on goal-consistent choices. We propose three experiments investigating the moderating role of ego-depletion on implementation intentions benefits on goal attainment in the healthy eating domain. We predict that the positive effects of implementation intentions on goal-consistent choices are mediated by commitment and moderated by ego-depletion (study 1). Further, we propose that this relationship is fully mediated by impulsivity and self-efficacy (study 2). We also extend these propositions to a consumer shopping task, addressing sequential choices (rather than a unique choice) and the differential impact of time pressure on the relationship between implementation intentions and ego-depletion (study 3). Together, these studies offer a comprehensive view on underlying factors that influence how consumers behave in the context of goal attainment, with potential theoretical and practical contributions to consumer psychology and consumer well-being. (AU)

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Scientific publications
(References retrieved automatically from Web of Science and SciELO through information on FAPESP grants and their corresponding numbers as mentioned in the publications by the authors)
AFFONSO, FELIPE M.; JANISZEWSKI, CHRIS; BETTMAN, JAMES R.. Boundaries of Constructive Choice: On the Accessibility of Maximize Accuracy and Minimize Effort Goals. JOURNAL OF CONSUMER PSYCHOLOGY, v. 31, n. 2, p. 217-239, . (16/11464-6, 16/23661-0)
Academic Publications
(References retrieved automatically from State of São Paulo Research Institutions)
AFFONSO, Felipe Marinelli. Consumer goal pursuit: the influence of benefit goals on the execution of process goals.. 2018. Master's Dissertation - Universidade de São Paulo (USP). Faculdade de Economia, Administração e Contabilidade (FEA/SBD) São Paulo.

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