Congratulations Title: Healthy Satiation: The Role of Decreasing Desire in Effective Self-Control Accepted at the Journal of Consumer Research Authors: Joseph P. Redden, Kelly L. Haws (Authors contributed equally ) Abstract: Self-control is typically viewed as a battle between willpower and desire. We focus on the desire side of the equation, and extol the positive effect of faster satiation that makes unhealthy behaviors less tempting. We demonstrate that consumers higher in trait selfcontrol demonstrate such “healthy” satiation as they satiate faster on unhealthy foods than healthy foods. In contrast, those with lower selfcontrol 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. Both 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 differential satiation rates make to overconsumption and obesity.
Paper Presentations at the Association for Consumer Research Annual Conference
Haws, Kelly L.* and Joseph P. Redden (2012), “In Control of Variety: How Self-Control Reduces the Effect of Variety”
Oct. 4-7, 2012, Vancouver, Canada.
Acceptance rates were quite low for the ACR Conference, so extra congratulations are in order to the following faculty and students who will be presenting papers: Chen, Haipeng, Lisa Bolton and Sharon Ng, “Asymmetric Pricing, Relationship Norms and the Dual Entitlement Principle” Chen, Haipeng, Avichai Snir, Daniel Levy and Alex Gotler, “Price Points and Asymmetric Price Rigidity” Dzhogleva, Hristina*, Cait Poynor Lamberton, and Kelly L. Haws (2012), “Haunts or Helps from the Past: How Does Recalling Past Self-Controls Acts Affect Current Self-Control?”
Venkatesh Shankar was invited to deliver the Laurent Picard Distinguished Lecture this year at McGill University, Montreal. The invitation is made annually to a thought leader in a leading business field. Shankar will speak on marketing strategy.
Haws, Kelly L.* and Karen Page Winterich, “Supersized Pricing: Trading off Health for Thrift in a Supersized World” Haws, Kelly L., Joseph P. Redden, and Scott Davis* (2012), “Knowing When to Assimilate and When to Contrast: Self-Control and the Influence of Contextual Order” Naylor, Rebecca W., Kelly L. Haws, and Christopher Summers* (2012), “Getting Lucky: When Loyalty Status Makes You Feel Lucky” Suresh Ramanathan "The Best of Both Worlds: Effects of Product Color Brightness on Hedonic Food Consumption." He presented the same paper in May at the European Marketing Academy conference in Lisbon, Portugal.
3