ASSOCIATION FOR CONSUMER RESEARCH Labovitz School of Business & Economics, University of Minnesota Duluth, 11 E. Superior Street, Suite 210, Duluth, MN 55802 Self-Control, Depletion and Choice Nathan Novemsky, Yale University Jing Wang, Yale University Ravi Dhar, Yale University Roy Baumesiter, Florida State University In several studies, we observe that depletion of regulatory resources can affect choice and that choice can affect the level of available resources. For example, we find that early choices in a sequence affect later choices. We also examine why choice depletes resources and find that trade-offs rather than choice difficulty seems to predict which choices will be depleting. Lastly, we find that individuals are not aware that choices can deplete resources and thereby affect subsequent choices. [to cite]: Nathan Novemsky, Jing Wang, Ravi Dhar, and Roy Baumesiter (2007) ,"Self-Control, Depletion and Choice", in NA - Advances in Consumer Research Volume 34, eds. Gavan Fitzsimons and Vicki Morwitz, Duluth, MN : Association for Consumer Research, Pages: 484-485. [url]: http://www.acrwebsite.org/volumes/12735/volumes/v34/NA-34 [copyright notice]: This work is copyrighted by The Association for Consumer Research. For permission to copy or use this work in whole or in part, please contact the Copyright Clearance Center at http://www.copyright.com/.