Abstract:

Through four experiments, we found that a messy physical environment would lower consumer self-control. Specifically, in a messy environment, consumers would prefer a smaller-sooner reward over a larger-later reward (Studies 1A – 1B), and they were also more likely to choose tasty but unhealthy foods (Study 2). Finally, the effect of messiness on self-control was moderated by consumers’ need for cognition (NFC): messiness lowered self-control only for consumers with a relatively low NFC, but not for those with a relatively high NFC (Study 3).

Key words: Messiness, Physical Environment, Self-Control, Need for Cognition