Remedying Hyperopia: the Effects of Self-Control Regret on Consumer Behavior

The extant literature on self-control is premised on the notion of myopia and assumes that choosing vices generates regret. An alternative perspective proposes that consumers often suffer from a reverse self-control problem, namely excessive farsightedness and over-control, or "hyperopia" (Kivetz and Simonson, 2002; Kivetz and Keinan, 2006). The present research examines whether consumers can foresee the detrimental long-term consequences of hyperopia, and demonstrates the effect of self-control regrets on real choices and actual shopping behavior. The findings indicate that, while consumers' default mindset is narrow and locally focused on behaving responsibly, consumers do anticipate regretting their righteousness when prompted to consider long-term regret. Such long-term self-control regret has an enduring effect on consumer behavior: whereas thinking about short-term regret motivates consumers to choose virtue, thinking about long-term regret impels them to select vices, purchase indulgent products, and spend more money when shopping.



Citation:

Anat Keinan and Ran Kivetz (2007) ,"Remedying Hyperopia: the Effects of Self-Control Regret on Consumer Behavior", in NA - Advances in Consumer Research Volume 34, eds. Gavan Fitzsimons and Vicki Morwitz, Duluth, MN : Association for Consumer Research, Pages: 414-415.

Authors

Anat Keinan, Columbia University
Ran Kivetz, Columbia University



Volume

NA - Advances in Consumer Research Volume 34 | 2007



Share Proceeding

Featured papers

See More

Featured

Exploring Consumers’ Technology Dreams and Nightmares: A Collage-Elicitation Study

Céline Del Bucchia, Audencia Business School
CAROLINE LANCELOT-MILTGEN, Audencia Business School
Cristel Russell, American University, USA
Burlat Claire, Audencia Business School

Read More

Featured

Teaching Old Dog New Tricks… and Old Bottles New Jeans. The Role of Implicit Theories in the Evaluation of Recycled Products

Alessandro Biraglia, University of Leeds
J. Josko Brakus, University of Leeds
Lucia Mannetti, Sapienza University of Rome
Ambra Brizi, Sapienza University of Rome

Read More

Featured

Boomerang Effect: How Sustainable Disposal Options Spur Green Consumers to Overconsume

Sommer Kapitan, Auckland University of Technology, New Zealand
Saerom Lee, University of Texas at San Antonio, USA
Eunjoo Han, Auckland University of Technology, New Zealand

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.