The Impact of Sorting Choice Options on Consumer Self-Control

We propose and test a simple way to help consumers exert self-control. Because it is easier to justify choosing a virtue than a vice option, sorting choice options into virtues and vices (as opposed to presenting them with an unsorted choice set) helps consumers to choose virtues. We demonstrate this self-control facilitating effect for hypothetical choices (study 1) and real choices (study 2). We further show that intertemporal conflict (Study 3) and making choices for others (Study 4) moderate the effect, and salience of self-control goal mediates the self-control facilitating effect (Study 4).


Yuhuang Zheng, Xiao Liu, and Joachim Vosgerau (2011) ,"The Impact of Sorting Choice Options on Consumer Self-Control", in AP - Asia-Pacific Advances in Consumer Research Volume 9, eds. Zhihong Yi, Jing Jian Xiao, and June Cotte and Linda Price, Duluth, MN : Association for Consumer Research, Pages: 153-153.


Yuhuang Zheng, Tsinghua University, China
Xiao Liu, Carnegie Mellon University, USA
Joachim Vosgerau, Carnegie Mellon University, USA


AP - Asia-Pacific Advances in Consumer Research Volume 9 | 2011

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