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What helps children resist distracting marketing stimuli? Implementation intentions and restrictions alter food choice
- Mau, Gunnar, Schramm-Klein, Hanna, Schuhen, Michael, Steinmann, Sascha
- Appetite 2019 v.140 pp. 159-168
- children, food choices, marketing, motivation, parenting
- This study analyzes the impact of implementation intentions as well as restrictions on the delay of gratification in children. We assume that both strategies impact the decision process of children in different ways: While implementation intentions activate the mental representation of specified cues that help pursuing a goal, restrictions support goal attainment because of the threatened consequence. The results of two studies support these assumptions. A correlation between the physiological arousal and the success in the delay task indicates that for children that follow implementation intentions arousal provides motivation to wait for a greater gratification. These results provide possible explanations for the heterogeneous outcomes of existing studies about the effects of parenting practices.