What Movie Would You Watch With Your Salad? the Implicit Emotional Consequences of Exerting Self Control

David Gal, Northwestern University, USA
Wendy Liu, UCLA Anderson School of Management, USA
Previous literature shows that self-control decisions create emotions that can often have downstream consequences (e.g., guilt from yielding to temptation and pride from resisting temptation). In the present research, we demonstrate another affective product of exerting self control. Specifically, we show that exerting self control can create implicit anger in the individual, which then leads to anger-congruent judgments and choices in subsequent decisions.  However, because people likely do not have a schema to interpret an ordinary self control situation as anger-provoking, they do not subjectively recognize the anger produced.  Nonetheless, anger arising from resisting temptation is manifest in subsequent tasks.
[ to cite ]:
David Gal and Wendy Liu (2010) ,"What Movie Would You Watch With Your Salad? the Implicit Emotional Consequences of Exerting Self Control", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 122-125 .