Regulating Risk or Risking Regulation? Construal Levels and Depletion Effects in the Processing of Health Messages

Abstract

The depletion effect occurs when individuals who exert self-control in a previous task (i.e., depleted individuals) exhibit less self-control on a subsequent task relative to individuals who did not previously exert self-control. This article presents two experiments that implicate construal levels to understand the processes underlying depletion effects in the context of consumer health. At low-level construals, individuals rely on resource accessibility cues (e.g., feelings of tiredness) to determine self-control. Hence, they exert less self-control only when they assess themselves as depleted, manifesting the depletion effect. High-level construals reduce the resource focus and enhance a goal focus, which diminishes and even reverses the depletion effect. © 2009 by Journal of Consumer Research, Inc.