When choices substitute for versus reinforce each other

• Substitution occurs when an action reduces the likelihood of another similar action.
• Actions that signal progress (commitment) yield substitution (consistency).
• Perceptions of progress versus commitment depend on the individual and the context.
• Substitution underlies many phenomena in decision-making.

When do actions substitute for each other? For example, when does physical exercise substitute for healthy eating? We argue that when actions convey to consumers that they have made progress toward a goal, those actions substitute for other, similar actions, and consumers behave inconsistently. In contrast, when actions convey to consumers that they are committed to a goal, those actions reinforce other, similar actions, and consumers behave consistently. We review variables that define the signals communicated by actions and thus, the likelihood of substitution. This framework explains substitution both in self-regulation (i.e. balancing) and across several phenomena in decision-making, including licensing, variety-seeking, the compromise effect, and scope insensitivity. Additionally, this framework can help marketers and policymakers improve consumer decision-making.