Does how much self-control consumers exert to choose a goal-consistent action influence their perceptions of goal progress? For example, if you choose to go to the gym when one of your favorite television shows is on (vs. when there is nothing interesting on TV), do you perceive that you have...

This research explores how variety seeking tendencies differ when consumers are in pursuit of a self-regulatory goal. Specifically, consumers who have (versus do not have) a self-regulatory goal, such as weight-loss goal, will incorporate less variety in choice sets of vice categories (or...