David CrelleyProf. Stephen LeaDr. Peter FischerUniversity of Exeter, UKdc270@ex.ac.uk

What is Ethical Consumption and Investment? Typically defined: Fair trade, locally sourced,

recycled goods, free range, organic… My definition: Favouring products that are for the

greater good Most consumers do not consistently buy ethical

branded products (Altman, 2001, Thøgersen, 2006)

Economic incentives often outweigh moral motives (Fransson & Gärling, 1999, De Pelsmacker et al., 2005)

Spending Conflict

Ethical spending can be considered a ‘Social Dilemma’ with two components:

1. Social conflict: Motivationally demanding 2. Temporal conflict: Cognitively demanding

Hardin (1968) Tragedy of the commons Some people will only act in accordance with

self interest (free ride) Why continue to act morally when others do

not? Can we indefinitely resist temptation?

Self Regulation and Ego Depletion Self regulation constrains undesirable urges (Alberts et

al., 2007) Ensure behaviour is inline with our long term goals Decision making, self-presentation, and intellectual

performance (Alberts et al., 2007; Baumeister & Vohs, 2007)

Via regulating Thoughts (taking others perspective / Long term impact) Emotions (warm fuzzy feeling vs guilt) Self restraint is a limited cognitive resource (Baumeister

et al., 1998)

Self Regulation and Ego Depletion Self-regulation is impaired by prior self-

regulation Ego depletion results in self serving attitudes

(Hofmann et al., 2007) Ego depletion should lead to self serving and

short term economic decisions No study has previously investigated ego

depletion at the group level

Current Study

Ego depletion and a social dilemma game. 40 u/g students 2 conditions (high vs. low ego depletion) Ego depletion manipulation : the white bear

manipulation (Baumeister et al. 1998; Muraven, Tice, and Baumeister 1998).

Sheldon and McGregor (2000) forest game 4 players per game 200 hectare forest. Cut down

10 hectares' per player per round Forest regenerates up to 10%

Forest Left Round by Round

Forest Left Round by Round

Results Tree Years

Low Ego Depletion M 2170.67 High Ego Depletion M 1197.99 t(9) 2.661, P =0.012

PANAS Ego depletion resulted in negative emotion But no mediation effect

Informal exit interviews High ego depletion condition = distrustful Low ego depletion condition = notions of

fairness

Conclusion First study to show

Group based effect of ego depletion An effect of self regulation fatigue public goods

games

Next stages Real life spending Fatigue effects in prolonged shopping

Thank you for listening dc270@ex.ac.uk