Positive Mood and Resistance to Temptation: The Interfering Influence of Elevated Arousal

15 Pages Posted: 1 Jul 2012  

Alexander Fedorikhin

Indiana University - Kelley School of Business - Department of Marketing

Vanessa Patrick

University of Houston - C.T. Bauer College of Business

Date Written: 2010

Abstract

We investigate the interfering influence of elevated arousal on the impact of positive mood on resistance to temptation. Three studies demonstrate that when a temptation activates long‐term health goals, baseline positive mood facilitates resistance to temptation in (1) the choice between two snack items, one of which is more unhealthy, sinful, and hard to resist (M&Ms) than the other (grapes) and (2) the monitoring of consumption when the sinful option is chosen. However, this influence is attenuated when positive mood is accompanied by elevated arousal. We demonstrate that the cognitive depletion that accompanies elevated arousal interferes with the self‐regulatory focus of positive mood, decreasing resistance to temptation.

Suggested Citation

Fedorikhin, Alexander and Patrick, Vanessa, Positive Mood and Resistance to Temptation: The Interfering Influence of Elevated Arousal (2010). Journal of Consumer Research, Vol. 37, No. 4, 2010. Available at SSRN: https://ssrn.com/abstract=2086834

Alexander Fedorikhin

Indiana University - Kelley School of Business - Department of Marketing ( email )

Kelley School of Business
Bloomington, IN 47405
United States

Vanessa Patrick (Contact Author)

University of Houston - C.T. Bauer College of Business ( email )

Houston, TX 77204-6021
United States

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