Advances in Consumer Research vol:35 pages:217-220
Association for Consumer Research North American Conference edition:2007 location:Memphis (USA) date:25-28 Oktober 2007
The theory of ego depletion states that all acts of self-control draw on a common limited resource that is self-control specific. We tested whether the scarce self-control specific resource might in fact be more general in nature by comparing the effects of ego depletion and cognitive load on incidental memory for product information. Depletion and cognitive load produced similar effects, supporting the claim that depletion-effects are not limited to self-control. However, depletion could be overcome by influencing people’s beliefs, whereas cognitive load could not, suggesting that depletion and cognitive load do represent two different processes.