Exploring Role of Self in Self-Control

Ravi Mehta, University of British Columbia, Canada
Rui (Juliet) Zhu , University of British Columbia, Canada
Joan Meyers-Levy, University of Minnesota, USA
Existing literature on self-control indicates an inconsistency. While traditional research on myopic behavior suggests that a high versus low construal level leads to less indulgence, more recent work on hyperopia implies the opposite. We aim to reconcile this discrepancy by demonstrating that construal level interacts with self-focus, which jointly determines an individual’s indulgence level. Specifically, when self is not made salient, we expect to replicate the finding in the myopia literature, whereas when self is the central focus, we expect to observe the reversal as predicted by the hyperopia literature.
[ to cite ]:
Ravi Mehta, Rui (Juliet) Zhu , and Joan Meyers-Levy (2010) ,"Exploring Role of Self in 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: 174-178 .