| Summary: | 碩士 === 國立東華大學 === 企業管理學系 === 99 === In 2009, Zhang, Huang and Broniarczyk brought up the theory regarding the self-control consciousness, and they believe that self-control consciousness will help consumers to achieve their goals efficiently. However, there are still many aspects that are not be considered or discussed in that theory. In the past, the research is mostly emphasized on the effect to the determination on one’s goal achieving self-control consciousness. But, it’s rarely focus on the effect to the circumstance when executing self-control conscious activities. Therefore, the experiment in this research is to discuss the possible effects under different circumstance, such as purposes, exercising circumstance, and consuming activities.
First of all, we are looking whether the psychology of compensation makes a difference before and after exercising. The result of the experiment shows that psychology of compensation occurs after one is completed their workouts. The compensation behavior caused by exercising activities affects one’s self-control consciousness, which in addition also changes one’s food ingestion in a later time. Secondly, will the consumer’s compensation psychology change under different exercising activities? According to this study, if the consumers know that they are going to work out in a later time, the self-control consciousness will be affected by the compensation psychology. Furthermore, this compensation behavior incurs before the exercising activity. Lastly, does the psychology of compensation affect one’s choices on consuming activities? The deviation of self-control consciousness caused by compensation psychology after exercising also affects the consuming behaviors afterwards.
In sum, it’s highly recommended that the government should not only broadcast the importance of healthy exercises, but also educate the consequence of consuming activities after exercising. Exercise is a positive aspect on losing weight. However, according to this experiment, the psychology and behavior of compensation will occur after exercising activities. Hence, consumer should be more careful about the food intake after working out. Government should also remind consumers on appropriate consuming activities after exercising activities to prevent goal misleading by the deviation of self-control consciousness.
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