de Witt Huberts Jessie, Evers Catharine, de Ridder Denise
London School of Hygiene and Tropical Medicine London, UK.
Department of Clinical and Health Psychology, Utrecht University Utrecht, Netherlands.
Front Psychol. 2014 Nov 4;5:1268. doi: 10.3389/fpsyg.2014.01268. eCollection 2014.
Whereas hedonic consumption is often labeled as impulsive, findings from self-licensing research suggest that people sometimes rely on reasons to justify hedonic consumption. Although the concept of self-licensing assumes the involvement of reasoning processes, this has not been demonstrated explicitly. Two studies investigated whether people indeed rely on reasons to allow themselves a guilty pleasure. Participants were exposed to a food temptation after which passive and active reasoning was assessed by asking participants to indicate the justifications that applied to them for indulging in that temptation (Study 1) or having them construe reasons to consume the hedonic product (Study 2). Regression analyses indicated that higher levels of temptation predicted the number of reasons employed and construed to justify consumption. By providing evidence for the involvement of reasoning processes, these findings support the assumption of self-licensing theory that temptations not only exert their influence by making us more impulsive, but can also facilitate gratification by triggering deliberative reasoning processes.
虽然享乐消费通常被认为是冲动的，但自我许可研究的结果表明，人们有时会依赖理由来为享乐消费辩解。尽管自我许可的概念假定了推理过程的参与，但这一点尚未得到明确证明。两项研究调查了人们是否真的依赖理由来让自己享受有罪的快乐。参与者面临食物诱惑，之后通过要求参与者指出适用于他们沉溺于该诱惑的理由（研究1）或让他们构思消费享乐产品的理由（研究2）来评估被动和主动推理。回归分析表明，更高程度的诱惑预示着为消费辩解所采用和构思的理由数量。通过为推理过程的参与提供证据，这些发现支持了自我许可理论的假设，即诱惑不仅通过使我们更冲动来施加影响，还可以通过触发深思熟虑推理过程来促进满足感。
