Does Anticipated Future Self-Regulation Increase Present Self-Regulation? Counteractive Construal of Intertemporal Choice

This research examines how anticipated future behavior can encourage current self-regulation. Findings show that consumers are more likely to engage in self-regulatory behaviors when they anticipate resisting (vs. succumbing to) future temptation. Results also show that this effect is accounted for by counteractive construal and stronger for non-impulsive consumers.



Citation:

Jihye Park and Youjae Yi (2020) ,"Does Anticipated Future Self-Regulation Increase Present Self-Regulation? Counteractive Construal of Intertemporal Choice", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 1191-1191.

Authors

Jihye Park, Seoul National University, South Korea
Youjae Yi, Seoul National University, South Korea



Volume

NA - Advances in Consumer Research Volume 48 | 2020



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