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dc.contributor.authorLi, Alex Sai Hoi
dc.date.accessioned2010-08-15T23:04:48Z
dc.date.available2010-08-15T23:04:48Z
dc.date.issued2010-08-16
dc.identifier.urihttp://hdl.handle.net/2123/6410
dc.descriptionPhDen_AU
dc.description.abstractSelf-regulation is a vital function to humanity, and is an important factor in the dominant paradigm of consumer research, whereby consumer decisions are characterised by the battle between long- and short-term interests. The current research examined the relative effectiveness of two self-regulatory strategies: stopping an already-commenced consumption episode, or to not commence one at all. Traditional economic theories, including the principle of diminishing marginal utility, would predict that not starting is harder to accomplish; whereas a proposal by Thaler (1983) suggests that not starting is in fact the optimal strategy. Two studies were conducted whereby participants were asked to either perform a less-favoured task and resist from starting a more-favoured one (Not Start), or to cease performing a more-favoured task to complete the less-favoured task (Stop). Study 1 found that Stop was more difficult than Not Start, which tentatively supported Thaler’s argument; however there was an explanation which could not be ruled out, namely the psychological distance of the anticipated second task. Study 2 addressed this issue by manipulating that factor by incorporating it into the experimental design. It was found that Not Start became as depleting as Stop when psychological distance of the second task was reduced. This research contributed to the literature by establishing a boundary condition upon the strength model of self-regulatory resource depletion, and adds to the discussion on the descriptive validity of the principle of diminishing marginal utility.en_AU
dc.publisherUniversity of Sydney.en_AU
dc.publisherEconomics & Businessen_AU
dc.publisherDiscipline of Marketingen_AU
dc.rightsThe author retains copyright of this thesis.
dc.rights.urihttp://www.library.usyd.edu.au/copyright.html
dc.subjectmarketingen_AU
dc.subjectconsumer behaviouren_AU
dc.subjectself-regulationen_AU
dc.titleTo stop or not to stop? - Investigating the differential effects of two self-control stategies on self-regulatory resource depletionen_AU
dc.typePhD Doctorateen_AU
dc.date.valid2010en_AU


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