바로가기메뉴

본문 바로가기 주메뉴 바로가기

logo

The depletion effect of self regulatory resources on self-control: focus on moderate effect on mental accounting

Abstract

People who pursue long-term goal experience the depletion of self-regulatory resources. This study suggests how to control oneself in the state of depletion. When someone experiences ego depletion, self-control becomes difficult. However, standards-setting and self-monitoring can help self-control even after the ego-depletion, by allowing us to use self- regulatory resources efficiently. Especially, mental accounting can make standards and accordingly monitors oneself, so this study examines that the mental accounting is effective on self-control in an ego-depletion state. There are two levels of mental accounting; specific and general. We assume that in a state of no ego-depletion, specific mental accounting is effective on self-control, while in an ego-depletion state general mental accounting is effective, That is because general mental accounting triggers less anticipated self-control perception than specific mental accounting, which does not lead to too much pressure on self-control when the self-regulatory resources are already impaired(an ego-depletion state). Therefore, this study was designed as 2(ego depletion existence / or not) x 2 (mental accounting: general / specific) and measured self-control intention of each group. We verified our hypothesis. These findings suggest that for those who experience ego depletion and need self-controlling it is more effective to use general mental accounting than specific mental accounting.

keywords
self regulatory resources, ego depletion, goal behavior, self-control, mental accounting

Reference

1.

김재휘, 김지은, 박지영. (2012). 미래의 손실예상에 따른 심적 계좌와 낙관 편향이 소비자의 무제한 대안 선택에 미치는 효과. 한국심리학회지: 소비자․광고, 13(2), 185-203.

2.

김지은, 김재휘. (2013). 목표 표상 방식과 대안 처리 체계가 장기적 목표 달성에 미치는 효과: 다이어트 목표행동에 대한 고갈효과를 중심으로. 한국심리학회지: 소비자․광고, 14(1), 1-21.

3.

송시연, 박종원. (2009). 자아조절자원과 과제유형이 선한 제품과 악한 제품 간 의사결정에 미치는 효과. 소비자학연구, 20(4), 1-25.

4.

Ainslie, G. (1992). Picoeconomics: The strategic interaction of successive motivational States within the person. Cambridge, England: Cambridge University Press.

5.

Baumeister, R. F. (2002). Yielding to temptation:Self‐control failure, impulsive purchasing, and consumer behavior. Journal of Consumer Research, 28, 670-676.

6.

Baumeister, R. F., Bratslavsky, E., Muraven, M., & Tice, D. M. (1998). Ego depletion: Is the active self a limited resource? Journal of Personality and Social Psychology, 74, 1252-1265.

7.

Baumeister, R. F., & Heatherton, T. F. (1996). Self-regulation failure: An overview. Psychological Inquiry, 7, 1-15.

8.

Baumeister, R. F., Heatherton, T. F., & Tice, D. M. (1994). Losing control: How and why people fail at self-regulation. San Diego, CA: Academic Press.

9.

Baumeister, R. F., Vohs, K. D., & Tice, D. M. (2007). The strength model of self-control. Current Directions in Psychological Science, 16, 351-355.

10.

Becker, H. S. (1960). Notes on the concept of commitment. American Journal of Sociology, 66, 32-40.

11.

Cantor, N., & Langston, C. A. (1989). Ups and downs of life tasks in a life transition. Goal concepts in personality and social psychology, 127-167.

12.

Carmon, Z., Wertenbroch, K., & Zeelenberg, M. (2003). Option attachment: When deliberating makes choosing feel like losing. Journal of Consumer Research, 30, 15-29.

13.

Cheema, A., & Soman, D. (2006). Malleable mental accounting: The dffect of flexibility on the justification of attractive spending and consumption decisions. Journal of Consumer Psychology, 16, 33-44.

14.

Emmons, R. A., & King, L. A. (1988). Conflict among personal strivings: Immediate and long-term implications for psychological and physical well-being. Journal of Personality and Social Psychology, 54, 1040-1048.

15.

Fishbach, A., & Dhar, R. (2005). Goals as excuses or guides: The liberating effect of perceived goal progress on choice. Journal of Consumer Research, 32, 370-377.

16.

Gourville, J. T. (1999). The effect of Implicit versus explicit comparisons on temporal pricing claims. Marketing Letters, 10, 113-124.

17.

Gourville, J. T., & Soman, D. (1998). Transaction decoupling: How price bundling affects the decision to consume. Journal of Marketing Research, 38, 30-44.

18.

Heath, C., & Soll, J. (1996). Mental budgeting and consumer dcisions. Journal of Consumer Research, 23, 40-52.

19.

Heatherton, T. F., & Baumeister, R. F. (1996). Self-regulation failure: Past, present, and future. Psychological Inquiry, 7, 90-98.

20.

Hobfoll, S. E. (2002). Social and psychological resources and adaptation. Review of General Psychology, 6, 307-324.

21.

Hobfoll, S. E., Johnson, R. J., Ennis, N., & Jackson, A. P. (2003). Resource loss, resource gain, and emotional outcomes among inner city women. Journal of Personality and Social Psychology, 84, 632-643.

22.

Kahneman, D., & Tversky, A. (1979). Prospect theory: An analysis of decision under risk. Econometrica, 47, 263-292.

23.

Kivetz, R., & Simonson, I. (2002). Self-control for the righteous: toward a theory of Precommitment to Indulgence. Journal of Consumer Research, 29, 199-217.

24.

Krishanmurthy, P., & Prokopec, S. (2010). Resisting that triple-chocolate cake: Mental budgets and self control. Journal of Consumer Research, 37, 68-79.

25.

Kruglanski, A. W., Shah, J. Y., Fishbach, A., Friedman, R., Chun, W. Y., & Sleeth-Keppler, D. (2002). A Theory of goal systems. Advances in experimental social psychology, 34, 331-378.

26.

Loewenstein, G. (1996). Out of control: visceral influences on behavior. Organizational Behavior and Human Decision Processes, 65, 272-292.

27.

Markus, H., & Ruvolo, A. (1989). Possible selves:personalized representations of goals. In L. A. Pervin (Ed.), Goal concepts in personality and social psychology. Hillsdale, NJ: Erlbaum.

28.

Metcalfe, J., & Mischel, W. (1999). A hot/cool-System analysis of delay of gratification:Dynamics of willpower. Psychological Review, 106, 3-19.

29.

Muraven, M., & Baumeister, R. F. (2000). Self-regulation and depletion of limited resources: Does self-control resemble a muscle?. Psychological Bulletin, 126, 247-259.

30.

Muraven, M., Shmueli, D., & Burkley, E. (2006). Conserving self-control strength. Journal of Personality and Social Psychology, 91, 524-537.

31.

Muraven, M., Tice, D. M., & Baumeister, R. F. (1998). Self-control as a limited resource:Regulatory depletion patterns. Journal of Personality and Social Psychology, 74, 774-789.

32.

Prelec, D., & Loewenstein, G. (1998). The red and the black: Mental accounting of savings and debt. Marketing Science, 17, 4-28.

33.

Rachlin, H. (2000). The science of self-control. Cambridge, MA: Harvard University Press.

34.

Schmeichel, B. J., & Vohs, K. (2009). Self-affirmation and self-control: Affirming core values counteracts ego depletion. Journal of Personality and Social Psychology, 96(4), 770-782.

35.

Schelling, T. C. (1984). Self-command in practice, in policy, and in a pheory of rational choice. The American Economic Review, 74, 1-11.

36.

Shefrin, H. M., & Thaler, R. H. (1988). The behavioral life-cycle hypothesis. Economic inquiry, 26, 609-644.

37.

Strotz, R. H. (1956). Myopia and inconsistency in dynamic utility maximization. Review of Economic Studies, 23, 165-180.

38.

Thaler, R. H. (1985). Mental accounting and consumer choice. Marketing Science, 4, 199-214.

39.

Thaler, R. H. (1991). Quasi rational economics. New York: Russel Sage Foundation.

40.

Thaler, R. H. (1999). Mental accounting matters. Journal of Decision Making, 12, 183-206.

41.

Thaler, R. H., & Shefrin, H. M. (1981). An economic theory of self-control. Journal of political Economy, 89, 392-406.

42.

Trope, Y., & Fishbach, A. (2000). Compensatory self-control processes in overcoming temptations. Journal of Personality and Social Psychology, 79, 493-506.

43.

Tversky, A., & Kahneman, D. (1981). The framing of decisions and the psychology of choice. Science, 211, 453-458.

logo