Krishnamurthy, Parthasarathy; Prokopec, Sonja - In: Journal of Consumer Research 37 (2010) 1, pp. 68-79
This research examines whether mental budgets, defined as self-specified allowances for behaviors, can help with self-control. We theorize that mental budgets will lead to greater self-control when the avoidance aspects of the behavior are made salient and when the decision context allows easy...