Self-control, self-regulation, and consumer wellbeing:A life history perspective

his review synthesizes recent research on consumer self-control, self-regulation, and wellbeing using a perspective rooted in evolutionary theorizing—the notion of Life History Strategies (LHSs), derived from Life History Theory. We discuss both correlational and experimental research that has informed our understanding about how individual differences in LHSs may shape the ‘self-regulatory toolkit’ and how this, in turn, affects downstream consequences for consumer health and wellbeing. We also offer a counterpoint to the prevailing notion that fast LHSs mostly have negative, and slow LHSs positive consequences and we highlight promising future avenues to boost fast LHS consumers' self-control

Saved by the Past? Disease threat triggers nostalgic consumption

Recent research views nostalgia as a valuable resource that can be accessed in times of distress and discomfort. The present work complements this literature by examining novel and previously uncovered triggers and downstream consequences of nostalgia in the consumer domain: disease-threat and protective behavior. The current paper argues that nostalgia functions as such a psychological resource with buffering qualities and is used as a coping mechanism to maintain comfort when experiencing disease threat—the perception of a potential threat posed by an infectious disease. Using an archival data set and five experiments, the authors demonstrate that when facing a disease threat, but not an actual occurrence of disease, consumers experience a higher need for nostalgia and show an increased preference for nostalgic products. That is, internet searches for nostalgic products rise during flu season as well as COVID-19 pandemic (Study 1), disease threat induces increased levels of experienced nostalgia (Study 2), which translate into increased preferences for nostalgic products (Study 3 and Study 5), mediated by disgust (Study 4). Finally, the authors show the resource value of product-induced nostalgia, demonstrating the ironic effect that it can compensate for disease-protective behavior (Study 6). The results provide important practical implications for marketers and policy-makers who could focus on promoting nostalgic products or incorporating nostalgic cues in product design and communication that would generate positive consumer evaluations when the threat of illness or disease is salient

When do conspiracy theories shape behavioural intentions? The moderating role of the need to evaluate

Conspiracy theories can have detrimental effects on individuals' behaviour in various domains. Understanding when conspiracy beliefs affect behavioural intentions could help in tackling the negative consequences of conspiracy theories. We investigated how experimentally manipulating exposure to conspiracy theories affects individuals' specific conspiracy beliefs and, in turn, their behavioural intentions. Additionally, we tested the moderating role of the need to evaluate (NE), the dispositional tendency to engage in evaluative responding. We expected that the relationship between experimentally strengthened conspiracy beliefs and behavioural intentions would be stronger for high- (vs. low-) NE individuals. Across two studies (total N = 578), exposure to a conspiracy narrative increased specific conspiracy beliefs, which then affected behavioural intentions, but more strongly for those with a high (vs. low) need to evaluate. We find support for our conceptual model across two contexts (climate change, vaccination). Overall, these studies shed light on how the NE shapes the process by which exposure to conspiracy theories affects behavioural intentions, thereby suggesting that accounting for variables related to attitudes and other evaluative responses can help explain when conspiracy beliefs translate into behavioural intentions. These findings could potentially help inform interventions aimed at reducing the negative effects of conspiracy theories

Is there a “Gestalt bias” in indulgence? Subjectively constructing food units into wholes (versus parts) increases desire to eat and actual consumption

In the present work we extend research into the unit bias effect and its extension—the portion size effect—by demonstrating the existence of a “Gestalt bias.” Drawing on the tenets of Gestalt psychology, we show that a unit bias effect can be observed for food portions that are composed of identical basic units, but which are subjectively grouped into, or perceived as a Gestalt—a larger whole. In three studies, we find that such subjectively constructed food wholes constitute a new (perceptual) unit that is perceived bigger than the units it is constructed from, thereby prompting increased eating and desire to eat

Nudging health:Scarcity cues boost healthy consumption among fast rather than slow strategists (and abundance cues do the opposite)

We examine the effectiveness of specific nudges in the choice environment to foster healthy choice and consumption among consumers with fast vs. slow life history strategies (LHS)––short-term, impulsive, reward-sensitive (fast) vs. long-term, reflective, controlled (slow) foci––associated with low and high socio-economic status (SES), respectively. The results of two experiments, conducted in a field and an online setting, show that consumers with a fast, rather than slow, life-history strategy are more susceptible to scarcity cues, boosting choice and actual consumption of healthy foods when these cues are associated with the healthy option. Conversely, for slow LHS consumers, the evidence suggests that scarcity cues are less influential, and instead abundance cues tend to foster healthy choice. Finally, in line with the LHS logic, acute food craving mediates the impact of scarcity vs. abundance cues for fast, but not slow, strategists, while perceptions of socially validated trust in the food source fulfill this role for slow, but not fast, strategists

Repetition Legitimizes:Consistent Behavior as a Signal of Reliability, Trustworthiness, and Competence

Appearing consistent across time is a strong motive guiding individual behavior, but why do consistent appearances matter so much to people? Across three studies, we show that people strategically behave more consistently in public to signal their reliability, trustworthiness, and competence. These signals lead to positive social outcomes like increased cooperation and power to persuade others

Repetition Legitimizes:Consistent Behavior as a Signal of Reliability, Trustworthiness, and Competence

Appearing consistent across time is a strong motive guiding individual behavior, but why do consistent appearances matter so much to people? Across three studies, we show that people strategically behave more consistently in public to signal their reliability, trustworthiness, and competence. These signals lead to positive social outcomes like increased cooperation and power to persuade others

Acute stress can boost and buffer hedonic consumption:The role of individual differences in consumer life history strategies

Mixed findings on the relationship between acute stress and the tendency to engage in hedonic food consumption suggest that stress may both boost and buffer hedonic eating. The present research aims to contribute to reconciling these mixed findings by focusing on the role of individual differences in consumer life history strategies (LHS) –short-term, impulsive, reward-sensitive (fast) vs. long-term, reflective, goal-oriented (slow) self-regulatory strategies– that might drive hedonic eating. We propose and show that stress may boost hedonic consumption among fast LHS consumers, while the relationship is buffered (non-significant) among their slow LHS counterparts. Moreover, we find that this stress-induced eating among fast LHS consumers is also cue-driven such that fast (but not slow) LHS consumers show a higher sensitivity to scarcity cues signaling the desirability of a palatable food under conditions of stress. Finally, we find that a cue indicating a high caloric content of the food may curb the tendency for fast LHS consumers to engage in (over) consumption of hedonic foods under stress