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Tired Consumers Are More Likely To Choose Healthful, Or Safety-Related, Products

February 11, 2014: 12:00 AM EST
A study by Dutch and American researchers finds that physical exhaustion can lead to better health care decision making. Five experiments were conducted during which consumers were tested in ways that would determine how they use what is called “self-protective motivation” when avoiding danger. They were also asked their preference regarding products that emphasize  safety. In one example, participants were surveyed before or after working out. Then as a reward they were offered a choice of two gifts. Those who were tired from working out were much more likely to pick sun block than moisturizing lotion. The conclusion: "Consumers value products that emphasize safety features more when they are feeling depleted.”
Monika Lisjak et al., "The Bright Side of Impulse: Depletion Heightens Self - Protective Behavior in the Face of Danger", Journal of Consumer Research, February 11, 2014, © Lisjak et al.
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