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From Firm Muscles to Firm Willpower: Understanding the Role of Embodied Cognition in Self-Regulation


Iris W. Hung


NUS Business School, National University of Singapore

Aparna A. Labroo


University of Chicago

Journal of Consumer Research, 2011

Abstract:     
Across five studies, we show that firming one’s muscles can help firm willpower and firmed willpower mediates people’s ability to withstand immediate pain, overcome tempting food, consume unpleasant medicines, and attend to immediately disturbing but essential information, provided doing so is seen as providing long term benefits. We draw on theories of embodied cognition to explain our results, and we add to that literature by showing for a first time that our bodies can help firm willpower and facilitate self-regulation essential for the attainment of long-term goals.

Keywords: Embodied Cognition, Self-regulation, Self-control, Willpower

JEL Classification: M31, C91, D18, D12

Accepted Paper Series


Date posted: March 27, 2011  

Suggested Citation

Hung, Iris W. and Labroo, Aparna A., From Firm Muscles to Firm Willpower: Understanding the Role of Embodied Cognition in Self-Regulation. Journal of Consumer Research, 2011. Available at SSRN: http://ssrn.com/abstract=1790324

Contact Information

Iris W. Hung (Contact Author)
NUS Business School, National University of Singapore ( email )
1 Business Link
Singapore, 117592
Singapore
Aparna A. Labroo
University of Chicago ( email )
5807 S. Woodlawn Avenue
Chicago, IL 60637
United States
Feedback to SSRN (Beta)


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