Good on Paper: How the Medium of Action Influences Self-Control

The present research explores the effect of using paper (vs. digital device) as a medium of action on self-control. We find that consumers perceive their actions on paper (vs. a digital device) as more as self-diagnostic and thus are more likely to exercise self-control for action performed on paper.


Rima Touré-Tillery and Lili Wang (2019) ,"Good on Paper: How the Medium of Action Influences Self-Control", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 873-875.


Rima Touré-Tillery, Northwestern University, USA
Lili Wang, Zhejiang University, China


NA - Advances in Consumer Research Volume 47 | 2019

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