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Research Mentor and Department
Counter-regulation, namely a small slip in self-control triggers a huge lapse, is a concept that has been well-researched in dieting literature, but very limited research exists outside this realm. There have been relevant previous researches in consumer behavior situations regarding this concept, but those researches did not touch on the key component of the initial self-restriction of the original counter-regulation effect. This research aims to look at whether and how personality differences and the type of purchase (material or real) influence consumers’ happiness after engaging in counter-regulatory behavior. Personality and state happiness are assessed through self-reported questionnaires while the behavior is simulated through a five-minute writing task. Although the result is largely insignificant in this study, there are potential limitations to the experiment situations and methods and the concept could use further study after modification to the procedure. The results nevertheless provides insight for future researches on and understandings of choice and happiness.