Choosing Your Future: Temporal Distance and the Balance Between Self-Control and Indulgence

Juliano Laran, University of Miami, USA
This paper investigates how temporal distance influences consumers’ self-control. We find evidence that self-control is dependent on the content of currently active information in decisions for the future. When indulgence information is currently active, decisions for the future tend to be oriented toward self-control. When self-control information is currently active, decisions for the future tend to be oriented toward indulgence. In a series of studies investigating two self-control domains (healthy eating and saving money), we find evidence for an information activation/inhibition account of the influence of temporal distance on self-control decisions.
[ to cite ]:
Juliano Laran (2010) ,"Choosing Your Future: Temporal Distance and the Balance Between Self-Control and Indulgence", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 487-488 .