Posted: 27 Mar 2011
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
Suggested Citation: 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: https://ssrn.com/abstract=1790324