Chronic Regulatory Focus: Resist impulse consumption or let it happen?

Marconi Freitas da Costa, Salomão Alencar de Farias, Claudio Felisoni de Angelo


Purpose – The central objective of this research was to analyze the
moderating role of chronic regulatory focus in impulse consumption
when individuals are exhausted of self-control energies (ego depletion).
In addition, we sought to examine the relationship between regulatory
adjustment and the affective and cognitive processes of impulse decision

Design/methodology/approach – The study was performed through
an experiment. Data analysis was done using the Johnson-Neyman
floodlight technique, which is recommended when the independent
variable is continuous, so as not to transform it into a dichotomous
variable, thus avoiding the loss of information.

Findings – The results provide evidence that individuals with a profile
of being vigilant about impulse decisions (focus on prevention), that
is, with greater self-control in their decisions, end up spending more
self-control energy than individuals who do not have this concern (focus
on promotion), resulting in higher impulse consumption.

Originality/value – The main contribution is a counterintuitive result
that individuals who should be better prepared to withstand impulse
consumption, with greater self-control, end up consuming more on
impulse because they expend more energy in an attempt to control


Chronic regulatory focus; Ego depletion; Impulse consumption.


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