The Bidirectional Relationship Between Making Choices and Self-Regulation

Kathleen D. Vohs, University of Minnesota, US
Jungkeun Kim, University of Minnesota, US
Choice and self-regulation share important underlying qualities, which suggests that they may reciprocally affect one another. Two studies tested whether making choices affects subsequent self-regulation. Study 1 found that after choosing options for a hypothetical computer, as compared to choosing options pre-chosen by the experimenter, participants stopped solving anagrams sooner. Study 2 revealed that compared to detailing one’s opinions, making multiple choices reduced consumption of a bad-tasting but healthy beverage. Two additional studies demonstrated that engaging in self-regulation decreases participants’ ability to switch decision strategies (study 3) or choose an option other than the status quo (study 4).
[ to cite ]:
Kathleen D. Vohs and Jungkeun Kim (2007) ,"The Bidirectional Relationship Between Making Choices and Self-Regulation", in NA - Advances in Consumer Research Volume 34, eds. Gavan Fitzsimons and Vicki Morwitz, Duluth, MN : Association for Consumer Research, Pages: 419-420.