53 Pages Posted: 27 Jan 2011
Date Written: January 27, 2011
Prior research has shown that exerting self control can lead to increased aggression. In the present research, we find that exerting self control is associated with angry behavior more broadly. In particular, using a “matched-choice paradigm,” we find that after exerting self control people exhibit increased preference for anger-themed movies, greater interest in faces exhibiting anger, greater endorsement of anger-framed appeals, and greater irritation to others’ attempts to control one’s behavior. We speculate on the possible mechanisms underlying these effects, and discuss the theoretical, methodological and practical implications of this research.
Keywords: Self Control, Anger, Decision Making, Wellbeing, Emotions, Implicit Emotions, Choice
JEL Classification: I10, M30
Suggested Citation: Suggested Citation
Gal, David and Liu, Wendy, Grapes of Wrath: The Angry Effects of Self Control (January 27, 2011). Journal of Consumer Research, Forthcoming. Available at SSRN: https://ssrn.com/abstract=1749711