When does social exclusion increase or decrease food self-regulation? : The moderating role of time orientation

Extant research has suggested that social exclusion could either increase or decrease consumers' subsequent self-regulatory food choice. From the novel perspective of Active-Self Account Theory, current research develops a theoretical framework to resolve the conflicting views by introducing individuals' time orientation as an important boundary condition. Our findings from 2 studies demonstrate that (a) when focused on the present, excluded (vs. included) individuals tend to exert less food self-regulation; and (b) when focused on the future, excluded (vs. included) individuals are inclined to exhibit more food self-regulation. Moreover, these effects are driven by self-discipline. We discuss how our findings promote understanding of when and why social exclusion may boost or undermine food self-regulation, and provide practical implications for food marketing.