Ego depletion
a phenomenon contextualization in consumer research
Keywords:
Self-Control, Ego depletion, Decision making, ConsumerAbstract
The phenomenon in which individuals significantly reduce their ability to self-control after having performed two consecutive tasks is known as the ego-depletion effect (Muraven, Tice & Baumeister, 1998). This theoretical approach presupposes that the effects of ego-depletion occur due to the limited availability of resources of self-control, a set of psychological resources that individuals resort to as a way of resisting impulsive responses (Muraven & Baumeister, 2000). In the context of social psychology, the subject has been extensively investigated, in view of the growing number of published studies. On the other hand, in consumer behavior, this number is less expressive (Baumeister, Sparks, Stillman & Vohs, 2008). Based on this scenario, this article proposes to analyze the studies that integrate ego-depletion themes as well as consumer decision making. Therefore, the method used was a systematic review of literature, which included important journals in the field such as, the Journal of Consumer Research (JCR). The results show that the area of consumer behavior has sought to contribute to the advancement of the understanding of the phenomenon, as it has proposed new theories to explain the effects of ego-depletion.
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