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.
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.
SungJin Jung, Seoul National University, South Korea
NA - Advances in Consumer Research Volume 43 | 2015
Semantic Processes in Memory-Based Consumer Decision Making
Sudeep Bhatia, University of Pennsylvania, USA
R10. Emotional-Transference or Exclusivity? an Emotional Attachment Approach to Brand Extension for Cultural and Creative Products
Wu Zhiyan, Shanghai University of International Business and Economics
Luo Jifeng, Shanghai Jiao Tong University
Liu Xin, Shanghai University of International Business and Economics
E1. Effects of Recipients’ Emotional Expressions on Donors’ Preference for Helping with Development versus Survival
Xue Wang, University of Hong Kong
He (Michael) Jia, University of Hong Kong
Sara Kim, University of Hong Kong