| Grant number: | 16/23661-0 |
| Support Opportunities: | Scholarships abroad - Research Internship - Master's degree |
| Start date: | March 01, 2017 |
| End date: | June 30, 2017 |
| Field of knowledge: | Applied Social Sciences - Administration - Business Administration |
| Principal Investigator: | José Afonso Mazzon |
| Grantee: | Felipe Marinelli Affonso |
| Supervisor: | Chris Janiszewski |
| Host Institution: | Faculdade de Economia, Administração e Contabilidade (FEA). Universidade de São Paulo (USP). São Paulo , SP, Brazil |
| Institution abroad: | University of Miami, United States |
| Associated to the scholarship: | 16/11464-6 - Consumer goal pursuit: the effects of ego depletion on implementation intentions, BP.MS |
Abstract Previous research has demonstrated that implementation intentions - concrete plans that specify how, when and where a goal will be attained - promotes goal pursuit and attainment. Forming such intentions has been shown to overcome ego-depletion effects in task goals (difficult anagrams and Stroop tasks). Yet, forming implementation intentions may not be a good strategy to counteract ego-depletion when consumers face decisions involving goal conflicts. Contrary to existing findings in the literature, we propose a backfire effect of implementation intentions when consumers experience self-control conflicts: when consumers are resource depleted, they will be more likely to choose indulgent (vs. virtuous) options if they form implementation (vs. goal) intentions. We propose three experiments in two self-regulatory domains (healthy eating and money saving) investigating this issue. These effects are proposed to occur because ego-depletion impairs the implemental plan initiation, thus inducing a concrete construal (instead of the plan) to influence behavior, making consumers vulnerable to temptations and more prone to self-control failures. As boundary conditions to this backfire effect, we expect that inducing consumers to construe in high-level terms will lead them to act in accordance with their primary, central objectives, increasing their amount of virtuous (relative to indulgent) choices. We also expect that priming self-focus should mitigate this backfire effect, since self-focused consumers become more aware of their frequently hyperopic tendency, prompting an increased level of virtuous (relative to indulgent) choices when construing in low-level terms. | |
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