Hedonic Consumption in Times of Stress: Reaping the Emotional Benefits Without the Self-Regulatory Cost

Hedonic Consumption in Times of Stress: Reaping the Emotional Benefits Without the Self-Regulatory Cost

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Hedonic consumption is pleasant but can interfere with the capacity to self-regulate.In stressful moments, when self-regulation is arguably still important, individuals often indulge in hedonic consumption.In two experiments, we investigate whether hedonic consumption negatively affects self-regulation under moderately stressful conditions and whether selecting hedonic consumption under moderately stressful conditions is driven by cyspera cream where to buy high or low self-control.

In both studies, participants were randomly exposed to a mental arithmetic task that was either completed under time pressure with performance feedback (moderate stress) or without time pressure and without feedback (no stress).Experiment 1 assigned participants to a hedonic (vs.neutral) consumption task and then measured impulse control via a color-word Stroop task.

Experiment 2 measured self-control as a second independent variable and recorded hedonic (vs.neutral) consumption.The results show that moderate stress buffered the negative effect that hedonic consumption has on self-regulation under no stress conditions and that high rather than low self-control predicts hedonic over neutral consumption under stress.

These findings indicate that hedonic consumption in response to moderate stress may be a strategic choice to reap the pleasure benefit of hedonic consumption while the costs incredibleindiatourtravels.com to self-regulation are low.