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초록
This research investigates how an evaluation mode (separate evaluation vs. joint evaluation) and a type of decision tasks (rating or choice) moderate the effect of self regulatory resource depletion on the preference of vice and virtue products with 3 experiments. Experiment participants were assigned either to a depletion or a control condition. They were asked to state their preferences of vice and/or virtue product(s) in the joint evaluation mode or in the separate evaluation mode. Experiment 1 examined the moderating effect of evaluation modes on the preference of vice and/or virtue product(s) in rating tasks, depending on the level of resource depletion. We found that resource depletion affects participant’s preference(s) of vice and/or virtue product(s) under the separate evaluation condition. If participant’s self regulatory resource was not depleted they preferred the virtue product to the vice product. However, if participants’ self regulatory resources were depleted they preferred the vice product to the virtue product. This result is in line with the previous research on resource depletion and the evaluation of vice vs. virtue products. In contrast, in the joint evaluation condition, regardless of self regulatory resource states, participants preferred the virtue product to the vice product. The main goal of Experiment 2 was to examine why our results of Experiment 1 were different from those of the previous research. We used 2 types of decision tasks of choice (choice between vice and virtue products) and rating (evaluations of both vice and virtue products) under the condition of a joint evaluation mode. Most of the previous research used only choice tasks between vice and virtue products in resource depletion, and revealed that people tended to choose vice products when self regulatory resource were depleted (vs. not depleted). However, our results were differed from the previous studies showing that resource depletion did affect evaluation of a vice product in joint evaluations. We tested the effect of decision tasks, especially between choice (previous research) and rating (our research) tasks in order to understand why the different outcomes are produced. Based on 2 Experiment, in the choice task (choice between vice and virtue products), depleted participants chose a vice product over a virtue product but not-depleted participants chose a virtue product over a vice product. In rating tasks (where subjects evaluated both vice and virtue products), participants chose a virtue over a vice product both in depleted and not-depleted conditions (in terms of the percentages based on transformed rating task scores in order to produce choice results). Finally in experiment 3, we found that when choice tasks based on the evaluations of rating tasks could reduced negative effects of self regulatory resource depletion. The previous research revealed that those who ran out of regulatory resource might easily be tempted by a vice product, when people’s self regulatory resource is limited. However, through two experiments, we found a joint evaluation mode combined with a rating task can weaken depletion effects of preferring a vice product.