• Journal of Distribution Science
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• v.12 no.3
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• pp.7-15
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• 2014

Purpose - This study aims to explore the factors that can trigger the escalation of an initially pursued long-term utilitarian goal that is set aside to pursue a competing hedonic goal. Research Design, Data, and Methodology - The experimental study covered three groups : Group 1 (ego-depletion, self-referencing), Group 2 (ego-depletion, neutral), and Group 3 (no ego-depletion, neutral). The participants of the study comprised 150 undergraduates who were divided into three groups of 50 students for each. One-way ANOVA and regression analyses were used to verify the hypotheses. Results - Ego-depleted consumers are less likely to resist immediate temptation than those who are not in an ego-depletion state. Self-referencing has a positive impact on long-term goal reversion when consumers in an ego-depletion state experience immediate temptations. Counteractive construal plays a mediating role between self-referencing and long-term goal reversion. Conclusions - We found that consumers tend to yield to momentary temptations when they are in an ego-depletion state. Self-referencing and counteractive construal can eliminate the ego-depletion effect and then facilitates escalation of the set-aside long-term goal.

• The Journal of Korean Medicine
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• v.22 no.4
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• pp.90-100
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• 2001

Objectives : Bambusae Caulis in Liquamen (BCL) has been used for stamina fortification in Oriental Medicine for thousand years. The goal of the present study was to investigate the muscle antifatigue effect of BCL. Methods : The mice were divided into three groups. The control group was allowed to swim for 10 minutes without BCL infusion. For the preventive effect of BCL, another group referred to BCL-1 was fed with BCL an hour before the swimming exercise. BCL-2 group for the reversion effect was forced to swim for 10 minutes at first, then fed with BCL followed by half an hour rest and another 10 minute swimming exercise. All the serum samples collected by heart puncture were used for the measuring biochemical factors such as LDH, CPK, glucose, lactate, triglycerides and total cholesterol. Results : In the BCL-2 group, lactate and LDH were significantly reduced compared to the control. BCL infusion during the exercise was effective in metabolizing LDH, reducing the conversion ratio of pyruvate into lactate. In the BCL-1 group, it was not effective in antifatigue function. The level of glucose was significantly reduced in BCL-1 group compared to the control. When the BCL was infused before the exercise, it is assumed that glycogenolysis seen during the exercise was prevented. When the BCL was infused during the exercise, the triglycerides and total cholesterol were increased significantly compared to the control. BCL seems to cause the increase of lipolysis to utilize the fat as an energy source. Unlike other parameters, CPK did not show any changes from BCL infusion. Conclusions : Based on the above results, BCL is found to be involved in energy metabolism. Further studies are needed to find out the underlying mechanism of BCL for its effect on stamina fortification.