(Im)moral Support: The Social Outcomes of Parallel Self-Control Decisions

Although most consumer self-control decisions are made individually, they are rarely made in isolation. Temptations are often simultaneously encountered by multiple members of a group or dyad and thereby susceptible to social influence. However, little is known about these “parallel” self-control decisions or the resulting social consequences. In a series of studies spanning the domains of money, time management, and food consumption, consumers...