Affective Forecasting and Self-Control: When Anticipating Pride Wins Over Anticipating Shame in a Self-Regulation Context

Journal of Consumer Psychology, Vol. 19, No. 3, 2009

9 Pages Posted: 1 Jul 2012

See all articles by Vanessa Patrick

Vanessa Patrick

University of Houston - C.T. Bauer College of Business

HaeEun Helen Chun

Cornell University - College of Business, School of Hotel Administration

Deborah J. MacInnis

University of Southern California - Marketing Department

Date Written: 2009

Abstract

We demonstrate that anticipating pride from resisting temptation facilitates self control due to an enhanced focus on the self while anticipating shame from giving in to temptation results in self-control failure due to a focus on the tempting stimulus. In two studies we demonstrate the effects of anticipating pride (vs. shame) on self-control thoughts and behavior over time (Studies 1 and 2) and illustrate the process mechanism of self vs. stimulus focus underlying the differential influence of these emotions on self-control (Study 2). We present thought protocols, behavioral data (quantity consumed) and observational data (number/size of bites) to support our hypotheses.

Suggested Citation

Patrick, Vanessa and Chun, Hae Eun and MacInnis, Deborah J., Affective Forecasting and Self-Control: When Anticipating Pride Wins Over Anticipating Shame in a Self-Regulation Context (2009). Journal of Consumer Psychology, Vol. 19, No. 3, 2009. Available at SSRN: https://ssrn.com/abstract=2086771

Vanessa Patrick (Contact Author)

University of Houston - C.T. Bauer College of Business ( email )

Houston, TX 77204-6021
United States

Hae Eun Chun

Cornell University - College of Business, School of Hotel Administration ( email )

565F Statler Hall
Ithaca, NY NY 14853-6902
United States
607-255-3828 (Phone)

Deborah J. MacInnis

University of Southern California - Marketing Department ( email )

Hoffman Hall 701
Los Angeles, CA 90089-1427
United States

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