Self- Control and the Differential Weighting of the Components of Risk

We examine how people with low self-control differentially weight the individual components of risk – probability and consequences of negative outcomes. We find that low-self-control leads to heightened focus on probability, but relative neglect of consequences. This can lead to reduced overall threat assessments by those most prone to self-control lapses.


Shi Jia, Ab Litt, Uzma Khan, and Tatiana Andreyeva (2011) ,"Self- Control and the Differential Weighting of the Components of Risk", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.


Shi Jia, Stanford University, USA
Ab Litt, Stanford University, USA
Uzma Khan, Stanford University, USA
Tatiana Andreyeva, Yale University, USA


NA - Advances in Consumer Research Volume 38 | 2011

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