New Study Reveals that Busy People Make Healthier Choices

New study shows that the mere perception of self as a busy person can be used to promote better self-control.

Busyness is usually thought of as a calamity of modern life, but it can help you delay gratification and aid you to make decisions that profit you in the longer-term, reports a new study. The findings of the study are published in the Journal of Consumer Research.

"Every day, we make many decisions that involve choosing between our immediate and future well-being."

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‘A new study shows that the mere perception of self as a busy person can be leveraged to promote better self-control.’

"For instance, do we go to the gym after work, or do we go home to relax in front of the television? Do we save money for retirement, or do we splurge on a trip? Do we eat fruit or cake for dessert? When we perceive ourselves to be busy, it boosts our self-esteem, tipping the balance in favor of the more virtuous choice," said Amitava Chattopadhyay, Professor of Marketing at INSEAD.

In a new paper, Chattopadhyay and his co-authors, Monica Wadhwa, Associate Professor of Marketing and Supply Chain Mangement, Fox School of Business at Temple University and Jeehye Christine Kim, Assistant Professor of Marketing at HKUST, show that the mere perception of self as a busy person, or what they call a busy mindset, is a "badge of honor" that can be leveraged to promote better self-control.

This paper shows there can be a flip side to being busy. While people who feel under significant time pressure tend to get anxious and make hedonic decisions, those who merely think of themselves as busy tend to make virtuous choices as a result of their perceived self-importance.

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Busyness as a way to boost self-esteem

Across a series of studies, the researchers activated the busy mindset of participants through various means. Sometimes they exposed them to messaging that subtly suggested that they were busy individuals. In other experiments, they asked participants to write what had been keeping them busy recently.

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Participants were then asked to make decisions in different self-control domains related to food, exercise or retirement savings, for example. Participants who had been reminded of their busy lifestyle were consistently more inclined than control participants to make virtuous decisions.

Importantly, the studies proved that a heightened sense of self-importance was the key reason for the increase in self-control. "When we temporarily dampened the sense of self-importance of participants who otherwise felt busy, the self-control effect vanished," said Chattopadhyay.

Implications for marketing and policymaking

It is common for marketers to use busyness as a campaign concept, as many consumers can relate to it. However, if the advertised product is an indulgent one such as fast food the campaign could backfire. "Busyness appeals should be more effective for products that require people to assert self-control, as would be the case for a gym chain, for example," said Chattopadhyay.

Also, these findings could find societal applications in the spheres of health promotion or food waste reduction. Policymakers may want to consider ways to activate a busy mindset as a nudge to increase appropriate self-control behaviors in the population.

Source-Eurekalert