From Physical Strength to Mental Resolve: Why Flexing Muscles Increases Willpower

Iris W. Hung, National University of Singapore
Aparna A. Labroo, University of Chicago, USA
That strong resolutions result in clenched fists and stiffened muscles is unsurprising. Across five studies, we show the reverse—mere simulations of such bodily actions increased perceived willpower, and this mediated people’s increased ability to withstand pain, overcome tempting foods, consume unpleasant medicines, and attend to disturbing but essential information.
[ to cite ]:
Iris W. Hung and Aparna A. Labroo (2011) ,"From Physical Strength to Mental Resolve: Why Flexing Muscles Increases Willpower", 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.