This research examines how goal priming can attenuate the depletion effect. Using different self‐control goals (i.e., savings and healthy eating) and different measures of self‐control ability (i.e., willingness to buy and actual consumption), this study reveals that when people were primed with cues related to a self‐control goal and then depleted, the effect of depletion on a subsequent self‐control task (related to the primed goal) became attenuated. Also, depleted people, relative to nondepleted people, reported a lower level of commitment to a self‐control goal; however, when cues related to a self‐control goal were primed, their level of goal commitment increased, weakening the depletion effect. This research clarifies questions related to the process underlying depletion, while highlighting the importance of goal commitment (a measure of motivation) in understanding depletion.

Purpose – The purpose of this paper is to examine whether priming words related to a healthy eating goal can facilitate self-control among depleted people. Design/methodology/approach – A between-subject experimental design was employed, and participants were randomly assigned to conditions. Findings – Consistent with prior research, this research finds that depletion hurts self-control, and that priming words related to a healthy eating goal facilitates it. What is novel is that if people engage in an initial task that requires self-control (that is, if people are depleted), priming health-related words has no positive influence on self-control. Practical implications – Priming health-related words has no impact on preference when consumers are depleted; implying that marketers of healthy food products should place their product at the beginning of a consumer shopping experience, when resources are most available. In other words, the decision to associate a brand with health-related claims must be strategically coordinated with retail location decisions to maximize its effect on consumer choice. From a public policy perspective, there are some implications for grocery store layouts. For example, it may be argued that removing temptations near the entrance of a grocery store might allow consumers to conserve their effort, which may result in healthier choices. Originality/value – This research finds that priming consumers with health-related words can encourage healthy eating choices, but only when consumers have not already engaged in self-control. This is a new insight to theory (specifically, the depletion model and the theory of nonconscious goal priming), and provides an important contribution to a significant and timely issue (that is, how to prevent and reduce obesity). This paper presents relevant implications and concludes with a number of worthwhile future research ideas.

We examine the relationship between a measure of intelligence and estimates of conscious and unconscious memory influences derived using Jacoby's (Jacoby, L. L. [1991]. A process dissociation framework: Separating automatic from intentional uses of memory. Journal of Memory and Language, 30, 513-541.) process-dissociation procedure. We find a positive relationship between intelligence and conscious memory, and no relationship between intelligence and unconscious influences once the impact of conscious influences are removed (Experiment 1). We also find that when participants cannot engage in conscious strategies, such as when there is insufficient time for learning, the relationships observed in Experiment 1 are eliminated (Experiments 2A and 2B). Our results support the notion that individual differences in intelligence reflect differences in conscious strategic processes (Karis, D., Fabiani, M., & Donchin, E. [1984]. "P300" and memory: Individual differences in the von Restorff effect. Cognitive Psychology, 16, 177-216.) and not differences in mental speed (Eysenck, H. J. (1984). Intelligence versus behavior. The Behavioral and Brain Sciences, 7, 290-291; Jensen, A. R. [1982]. Bias in mental testing. New York, NY: Free Press).

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Whereas most research on depletion focuses on its effect on the overall performance of a subsequent task requiring self‐control, we examine the effect of depletion on self‐control after performance has begun. Across different manipulations of depletion and using different measures of self‐control (e.g., overriding an automatic behavioural tendency, enduring on a physically demanding task, and making healthy consumption choices), the results of three studies show that when self‐control has been initiated, the effect of depletion has little influence on subsequent behaviour also requiring self‐control: in other words, “getting started” on a self‐control task attenuates the depletion effect. The results also show that the way in which self‐control starts—that is, whether people choose to regulate, or whether this choice is forced—appears irrelevant. This research clarifies an effective way to facilitate self‐control after depletion, while providing a better understanding of the process underlying depletion. Copyright © 2015 ASAC. Published by John Wiley & Sons, Ltd.