Access

You are not currently logged in.

Access your personal account or get JSTOR access through your library or other institution:

login

Log in to your personal account or through your institution.

Positive Mood and Resistance to Temptation: The Interfering Influence of Elevated Arousal

Alexander Fedorikhin and Vanessa M. Patrick
Journal of Consumer Research
Vol. 37, No. 4 (December 2010), pp. 698-711
Published by: Oxford University Press
DOI: 10.1086/655665
Stable URL: http://www.jstor.org/stable/10.1086/655665
Page Count: 14
  • Download ($14.00)
  • Subscribe ($19.50)
  • Cite this Item
Item Type
Article
References
Positive Mood and Resistance to Temptation: The Interfering Influence of Elevated Arousal
Preview not available

Abstract

We investigate the interfering influence of elevated arousal on the impact of positive mood on resistance to temptation. Three studies demonstrate that when a temptation activates long‐term health goals, baseline positive mood facilitates resistance to temptation in (1) the choice between two snack items, one of which is more unhealthy, sinful, and hard to resist (M&Ms) than the other (grapes) and (2) the monitoring of consumption when the sinful option is chosen. However, this influence is attenuated when positive mood is accompanied by elevated arousal. We demonstrate that the cognitive depletion that accompanies elevated arousal interferes with the self‐regulatory focus of positive mood, decreasing resistance to temptation.

Page Thumbnails