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Keywords: Desire
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Journal Articles
The roles of trait prudence and desire in consumer self-control for temptations
Available to Purchase
Journal:
Journal of Consumer Marketing
Journal of Consumer Marketing (2023) 40 (3): 380–391.
Published: 15 March 2023
...Alexandra Aguirre-Rodriguez; Patricia Torres Purpose This paper aims to examine the role of volitive desire in self-control toward temptations. It extends prior research on the role of prudence in temptation resistance by empirically demonstrating that prudence bolsters self-control toward food...
