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Revista Brasileira de Gestão de Negócios

versão impressa ISSN 1806-4892versão On-line ISSN 1983-0807

Resumo

COSTA, Marconi Freitas da; FARIAS, Salomão Alencar de  e  ANGELO, Claudio Felisoni de. Chronic Regulatory Focus: Resist impulse consumption or let it happen?. Rev. bras. gest. neg. [online]. 2018, vol.20, n.4, pp.619-637. ISSN 1806-4892.  http://dx.doi.org/10.7819/rbgn.v0i0.3954.

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 making.

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 themselves.

Palavras-chave : Chronic regulatory focus; Ego depletion; Impulse consumption.

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