When the Quest For the Best Backfires: Maximizing Impairs Self-Control

Across three experiments, this research demonstrates that making decisions with a maximizing mind-set results in self-control failure. Specifically, after maximizing, individuals were less likely to study, willing to incur more debt, and less able to delay gratification. This effect on self-control is moderated by implicit theories about willpower.



Citation:

SungJin Jung (2015) ,"When the Quest For the Best Backfires: Maximizing Impairs Self-Control", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl , Carolyn Yoon, and , Duluth, MN : Association for Consumer Research, Pages: 791-791.

Authors

SungJin Jung, Seoul National University, South Korea



Volume

NA - Advances in Consumer Research Volume 43 | 2015



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