Exploring Role of Self in Self-Control

Existing literature on self-control indicates an inconsistency. While traditional research on myopic behavior suggests that a high versus low construal level leads to less indulgence, more recent work on hyperopia implies the opposite. We aim to reconcile this discrepancy by demonstrating that construal level interacts with self-focus, which jointly determines an individual’s indulgence level. Specifically, when self is not made salient, we expect to replicate the finding in the myopia literature, whereas when self is the central focus, we expect to observe the reversal as predicted by the hyperopia literature.


Ravi Mehta, Rui (Juliet) Zhu , and Joan Meyers-Levy (2010) ,"Exploring Role of Self in Self-Control ", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 174-178 .


Ravi Mehta, University of British Columbia, Canada
Rui (Juliet) Zhu , University of British Columbia, Canada
Joan Meyers-Levy, University of Minnesota, USA


NA - Advances in Consumer Research Volume 37 | 2010

Share Proceeding

Featured papers

See More


“I Desire A Brand When I See How They are Different from Me”: Differential Effects of Blatant and Subtle Brand Rejection

Jun Yan, University of Manitoba, Canada
Fang Wan, University of Manitoba, Canada
Americus Reed, University of Pennsylvania, USA

Read More


F5. Alternative Food Consumption (AFC) Adoption and Low SES Youth Food Well-Being: From Precontemplation to Maintenance

Wided Batat, American University Beirut

Read More


Placing Identity into the Self-Concept: The Role of Causal Beliefs in Identity-Based Consumption

Stephanie Chen, London Business School, UK
Oleg Urminsky, University of Chicago, USA

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.