Resisting Temptation has its Psychological Rewards, New Research Finds

CHICAGO, Jan. 17, 2012 /PRNewswire-USNewswire/ -- Consumers enjoy more feel-good benefits when they make a positive choice when negative choices are available, new research published in the Journal of Marketing Research says.

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Having to face and resist temptation makes the psychological reward for making the virtuous choice feel that much greater, new research in the Journal of Marketing Research finds.

For example, a woman who opts to munch on carrots at a party when everyone around her is devouring chocolate chip cookies will feel more satisfied for sticking to her choice of snack in part because it signals to others that she has self-control. That satisfaction is greater in this scenario than in one where she chooses to eat carrots when only fresh veggies are available to snack on.

The findings, published in the article "Self Signaling and the Costs and Benefits of Temptation in Consumer Choice" were determined through five scenario-based experiments that measured how consumers reacted to selecting virtues over vices and vice versa.

One experiment recruited students from a university fitness center and asked participants to choose a snack. One group was presented with a selection of fresh fruit. Another group was presented with a selection of fresh fruit and candy bars. Most students chose the fresh fruit. When asked to measure their satisfaction with their choice on a seven-point scale, with one being "not satisfied" and seven being "highly satisfied" students who declined the candy bars and accepted the fruit rated their satisfaction an average of 5.23. Students who chose fruit from the fruit-only group rated their satisfaction a 4.47.

Study authors Ravi Dhar of Yale University and Klaus Wertenbroch of INSEAD say the research has implications for marketing and merchandising. "Our findings suggest that, all else being equal, consumer preferences among assortments are also affected by the utility from self-signaling in the purchase context as highlighted by the assortment," the authors write. A health food store, for example, may do well to also stock some indulgent products because not choosing them will make consumers feel more satisfied for choosing the healthy products.

More of the study's findings can be found in the February 2012 issue of the American Marketing Association's Journal of Marketing Research.

About the American Marketing Association:
The American Marketing Association (AMA) is the professional association for individuals and organizations who are leading the practice, teaching, and development of marketing worldwide. Learn more at marketingpower.com.

Contact: Christopher Bartone – 312.542.9029 – [email protected]

SOURCE American Marketing Association

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