In daily life, people are often exposed to food temptations, such as ads for chocolate or friends offering cookies. This article examines how consumers respond to such food temptations. We investigate whether food temptations, differing in strength (weak vs. strong), lead consumers to eat more...

Ego depletion, the observation that self‐regulation reduces subsequent self‐regulation, is a remarkably robust phenomenon, and the generalization to the consumer domain appears undisputable. Contrary to most other self‐regulatory situations, however, consecutive self‐regulatory decisions in...