Distorting the past: Why do impulsive consumers forget their past indulgences?
Wednesday, June 25, 2014 - 13:20
in Psychology & Sociology
Activities like dieting, saving money, and studying require goal setting and self-control. But even the most disciplined person falls prey to temptation every once in a while. According to a new study in the Journal of Consumer Research, people who distort past memories of their indulgences are more likely to indulge in the future.