When the Quest For the Best Backfires: Maximizing Impairs Self-Control

SungJin Jung, Seoul National University, South Korea
Across three experiments, this research demonstrates that making decisions with a maximizing mind-set results in self-control failure. Specifically, after maximizing, individuals were less likely to study, willing to incur more debt, and less able to delay gratification. This effect on self-control is moderated by implicit theories about willpower.
[ to cite ]:
SungJin Jung (2015) ,"When the Quest For the Best Backfires: Maximizing Impairs Self-Control", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 791-791.