Self- Control and the Differential Weighting of the Components of Risk

Shi Jia, Stanford University, USA
Ab Litt, Stanford University, USA
Uzma Khan, Stanford University, USA
Tatiana Andreyeva, Yale University, USA
We examine how people with low self-control differentially weight the individual components of risk – probability and consequences of negative outcomes. We find that low-self-control leads to heightened focus on probability, but relative neglect of consequences. This can lead to reduced overall threat assessments by those most prone to self-control lapses.
[ to cite ]:
Shi Jia, Ab Litt, Uzma Khan, and Tatiana Andreyeva (2011) ,"Self- Control and the Differential Weighting of the Components of Risk", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.