How Self-Control Shapes Inferences From Choice

People often infer preferences from choice, but we show that self-control weakens this choice-preference link. Activating the notion of self-control (i.e., through priming or choice in an unrelated domain) leads people to see choices as less diagnostic of their preferences. This occurs because self-control is associated with attenuated choice-preference correspondence.


Aner Sela, Jonah Berger, and Joshua Kim (2017) ,"How Self-Control Shapes Inferences From Choice", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 248-252.


Aner Sela, University of Florida, USA
Jonah Berger, University of Pennsylvania, USA
Joshua Kim, University of Florida, USA


NA - Advances in Consumer Research Volume 45 | 2017

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