Grapes of Wrath: The Angry Effects of Self Control

53 Pages Posted: 27 Jan 2011  

David Gal

Northwestern University - Kellogg School of Management

Wendy Liu

University of California, San Diego (UCSD) - Rady School of Management

Date Written: January 27, 2011

Abstract

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

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

David Gal

Northwestern University - Kellogg School of Management ( email )

2001 Sheridan Road
Evanston, IL 60208
United States

Wendy Liu (Contact Author)

University of California, San Diego (UCSD) - Rady School of Management ( email )

9500 Gilman Drive
Rady School of Management
La Jolla, CA 92093
United States

HOME PAGE: http://management.ucsd.edu/faculty/directory/wendy-liu/

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