increase perceived progress toward weight reduction and thereby
decrease self-regulation of weight-loss behaviors. This link was
supported by a laboratory experiment showing that participants
who believed they were taking a weight-loss supplement ate a
greater number of snacks in a taste test and preferred more sugar
in a reward drink. Perceived progress toward weight reduction
mediated the relationship between weight-loss-supplement use
and excess food consumption.
As mentioned earlier, the notion of licensing predicts the same
effect, namely that dietary control may be decreased after taking
weight-loss supplements. Drawing from the licensing effect in
health regulation, we hypothesized that engagement in actions
that are perceived as boosting one’s identification as healthy can
provide psychological license for self-indulgence in health-related
behaviors. Based on recent advancements in research on the licensing
effect (Khan & Dhar, 2006; Sachdeva et al., 2009), Chiou et al.
(2011) showed that taking multivitamins reduced the regulation
of subsequent health-related behaviors because it enhanced identification
with a healthy self, as reflected in an increase in perceived
invulnerability. However, the use of weight-loss
supplements aims at the specific goal of weight reduction. Our
experiment involved the effect of perceived progress toward
weight loss on food consumption. We found support for the mediating
effect of perceived goal progress on the relationship between
taking a purported supplement and subsequent food consumption.
Thus, the results reported here may best be understood within the
framework of liberation, in which the observed behavior is driven
by ostensible goal progress. Although it is not possible to distinguish
between the different accounts of the reduced dietary control
observed in our research, it may be fair to say that if prior
health-promotion behaviors are perceived as reinforcing a general
sense of the relevant self-concept (i.e., a healthy self), such actions
may ‘‘license’’ later self-indulgence in the area of health-related
behaviors. On the other hand, if prior health-promotion behaviors
are used to infer progress toward a specific goal, such actions may
‘‘liberate’’ people to pursue inconsistent goals.
The present findings indicated that taking weight-loss supplements
seemed to ease weight-control practices, as reflected by
more food consumed and larger amounts of sugar chosen for reward
drinks. The results suggested that taking weight-loss supplements
may liberate users to place less emphasis on weight
management. Our findings contribute to the literature in several
important ways. First, this research provides evidence that perceived
goal progress can interfere with dietary self-regulation. People
with intentions to lose weight appear to reward themselves for
promoting their health in one domain (i.e., taking weight-loss supplements)
by engaging in behaviors in a different domain that conflict
with the initial goal (i.e., culinary pleasure). These data differ
from those showing liberating effects in same domain (Finkelstein
& Fishbach, 2010; Fishbach & Dhar, 2005). Second, our mediation
analysis suggested that the use of weight-loss supplements may
increase the perception of progress toward weight reduction and
increase perceived progress toward weight reduction and thereby
decrease self-regulation of weight-loss behaviors. This link was
supported by a laboratory experiment showing that participants
who believed they were taking a weight-loss supplement ate a
greater number of snacks in a taste test and preferred more sugar
in a reward drink. Perceived progress toward weight reduction
mediated the relationship between weight-loss-supplement use
and excess food consumption.
As mentioned earlier, the notion of licensing predicts the same
effect, namely that dietary control may be decreased after taking
weight-loss supplements. Drawing from the licensing effect in
health regulation, we hypothesized that engagement in actions
that are perceived as boosting one’s identification as healthy can
provide psychological license for self-indulgence in health-related
behaviors. Based on recent advancements in research on the licensing
effect (Khan & Dhar, 2006; Sachdeva et al., 2009), Chiou et al.
(2011) showed that taking multivitamins reduced the regulation
of subsequent health-related behaviors because it enhanced identification
with a healthy self, as reflected in an increase in perceived
invulnerability. However, the use of weight-loss
supplements aims at the specific goal of weight reduction. Our
experiment involved the effect of perceived progress toward
weight loss on food consumption. We found support for the mediating
effect of perceived goal progress on the relationship between
taking a purported supplement and subsequent food consumption.
Thus, the results reported here may best be understood within the
framework of liberation, in which the observed behavior is driven
by ostensible goal progress. Although it is not possible to distinguish
between the different accounts of the reduced dietary control
observed in our research, it may be fair to say that if prior
health-promotion behaviors are perceived as reinforcing a general
sense of the relevant self-concept (i.e., a healthy self), such actions
may ‘‘license’’ later self-indulgence in the area of health-related
behaviors. On the other hand, if prior health-promotion behaviors
are used to infer progress toward a specific goal, such actions may
‘‘liberate’’ people to pursue inconsistent goals.
The present findings indicated that taking weight-loss supplements
seemed to ease weight-control practices, as reflected by
more food consumed and larger amounts of sugar chosen for reward
drinks. The results suggested that taking weight-loss supplements
may liberate users to place less emphasis on weight
management. Our findings contribute to the literature in several
important ways. First, this research provides evidence that perceived
goal progress can interfere with dietary self-regulation. People
with intentions to lose weight appear to reward themselves for
promoting their health in one domain (i.e., taking weight-loss supplements)
by engaging in behaviors in a different domain that conflict
with the initial goal (i.e., culinary pleasure). These data differ
from those showing liberating effects in same domain (Finkelstein
& Fishbach, 2010; Fishbach & Dhar, 2005). Second, our mediation
analysis suggested that the use of weight-loss supplements may
increase the perception of progress toward weight reduction and
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