Why Didn't I Think of that? Self-Regulation through Selective Information Processing

Trudel, R. & Murray, K. B. (2011). Why didn’t I think of that? Self-regulation through selective information processing. Journal of Marketing Research, 48 (4), 701-712, Forthcoming

41 Pages Posted: 12 Sep 2012

See all articles by Remi Trudel

Remi Trudel

Independent

Kyle B. Murray

University of Alberta - Department of Marketing, Business Economics & Law

Date Written: 2011

Abstract

In this paper, the authors present an information processing model of self-regulation. The model predicts that consumers with an active self-regulatory goal will tend to focus on the cost (rather than the pleasure) of consumption and, as a result, they are better able to control their behavior. In contrast to prior research, the authors find that consumers with an active goal are most vulnerable to self-regulatory failure when the object of desire is farther away from them (in either time or space); because as the distance increases they focus less on the costs of consumption. Finally, results indicate that if product information is not externally available (i.e., it has to be recalled from memory) people are more likely to focus on pleasure and fail at self- regulation. The results are robust across four experiments using a variety of stimuli, goal primes, and information processing measures.

Keywords: Self-regulation, information acquisition, information processing, cost, pleasure, information search

Suggested Citation

Trudel, Remi and Murray, Kyle B., Why Didn't I Think of that? Self-Regulation through Selective Information Processing (2011). Trudel, R. & Murray, K. B. (2011). Why didn’t I think of that? Self-regulation through selective information processing. Journal of Marketing Research, 48 (4), 701-712, Forthcoming, Available at SSRN: https://ssrn.com/abstract=2144809

Remi Trudel

Independent ( email )

Kyle B. Murray (Contact Author)

University of Alberta - Department of Marketing, Business Economics & Law ( email )

Edmonton, Alberta T6G 2R6
Canada
780-248-1091 (Phone)
780-492-4631 (Fax)

HOME PAGE: http://www.kylemurray.com

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