Self‐regulatory strength amplification through selective information processing

Abstract We propose and demonstrate that although depletion of self‐regulatory strength is common, it is not inevitable. Four experiments show that under certain conditions, consumers can amplify their self‐regulatory strength and, as a result, increase their ability to control their behavior. Experiments 1–3 examine the depleting effects of information processing by exposing dieters and nondieters to either cost or pleasure information about chocolate. The results of experiments 1–3 show that when dieters have the ability to monitor the costs of consumption, they are motivated to mobilize additional strength and increase their ability to self‐regulate. In experiment 4 we show the practical implications of our work and show that dieters are better able to control their eating because they choose to focus more on the cost (versus pleasure) of consumption.