Healthy Satiation: The Role of Decreasing Desire in Effective Self-Control

16 Pages Posted: 26 Oct 2012

See all articles by Joseph P. Redden

Joseph P. Redden

University of Minnesota - Twin Cities - Department of Marketing and Logistics Management

Kelly Haws

Vanderbilt University - Marketing

Date Written: October 25, 2012

Abstract

Self-control is typically viewed as a battle between willpower and desire. The authors focus on the desire side of the equation and extol the positive effect of faster satiation that makes unhealthy behaviors less tempting. They demonstrate that consumers higher in trait self-control demonstrate such “healthy” satiation as they satiate faster on unhealthy foods than on healthy foods. In contrast, those with lower self-control fail to consistently show this differential pattern in their satiation rates. This difference for high self-control people can result from faster satiation for unhealthy foods, slower satiation for healthy foods, or both in combination. Moderating and mediating evidence establish that changes in attention to the amount consumed helped account for these effects on the rate of satiation. The resulting differences in satiation influence the ultimate intake of unhealthy foods, underscoring the importance of the contribution made by differential satiation rates to overconsumption and obesity.

Keywords: self-control, satiation, food consumption, desire, obesity, healthy

Suggested Citation

Redden, Joseph P. and Haws, Kelly, Healthy Satiation: The Role of Decreasing Desire in Effective Self-Control (October 25, 2012). Journal of Consumer Research, 2013 (Forthcoming). Available at SSRN: https://ssrn.com/abstract=2166847

Joseph P. Redden

University of Minnesota - Twin Cities - Department of Marketing and Logistics Management ( email )

271 19th Avenue South
Room 1235 Mgt. Econ. Building
Minneapolis, MN 55455
United States

Kelly Haws (Contact Author)

Vanderbilt University - Marketing ( email )

Nashville, TN 37203
United States

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