Outsourcing self-regulation

Three studies demonstrate a novel phenomenon--self-regulatory outsourcing--in which thinking about how other people can be instrumental (i.e., helpful) for a given goal undermines motivation to expend effort on that goal. In Experiment 1, participants who thought about how their partner helped them with health goals (as opposed to career goals) planned to spend less time and effort on health goals in the upcoming week. This pattern was stronger for depleted participants than for nondepleted participants. In Experiment 2, participants who thought about how their partner helped them with academic-achievement goals procrastinated more, leaving themselves less time for an academic task, than did participants in two control conditions. This pattern was stronger for participants who were told that procrastinating would drain their resources for the academic task than for participants who were told that procrastinating would not drain their resources for that task. In Experiment 3, participants who decreased their effort after thinking of an instrumental significant other reported higher relationship commitment to that individual than did participants who did not decrease their effort. The possibility for shared (or transactive) self-regulation is discussed.     

Biotechnology,ethics and education

Fundamental differences between current and past knowledge in the field of biotechnology mean that we now have at our disposal the means to irreversibly change what is meant by ‘human nature’. This paper explores some of the ethical issues that accompany the (as yet tentative) attempt to increase scientific control over the human genetic code in what amounts to a diminishing of difference and the reduction of human life to scientific explanations at the expense of spiritual, cultural and communal considerations. Within such a limited view, the critical role of education is reduced in favour of promoting psychological efficiency, with the possibility of accelerating learning and increasing intellectual capacity through genetic manipulation. A major concern expressed in the paper is the fine line between corrective therapy and psychological enhancement: Who should be defining the normal range of human difference? And what degree of caution should be required in redesigning future generations? The unknown dangers inherent in the (perhaps irreversible) application of genetic technology to human life suggests that current precautions may not go far enough in recognising that education is a contestable field.     

When local processing increases the appeal of healthy options

People often encounter self-control challenges in complex everyday environments in which objects that promote a given goal (e.g., to eat healthily) are mixed together with objects that obstruct that goal. For example, healthy and unhealthy food choices are often mixed together in restaurant menus. Because local processing facilitates attention to low-level details, we expect that it may play an important role in these complex situations. In the present studies, we test the hypothesis that local processing supports self-control when goal items and temptations are contextually paired. As predicted, our findings revealed that local processing (relative to global processing) increased evaluations of healthy items when those items were presented together with unhealthy items. As hypothesized, this effect of local processing only occurred when healthy and unhealthy foods were presented as complementary – not competing – options, suggesting that local processing may increase evaluations of healthy options by decreasing the extent to which individuals accept environmental cues that healthy and unhealthy foods belong together. These findings support recent research demonstrating that despite strong evidence of the advantages of global processing for self-control, local processing may also support self-control efforts in some important everyday situations.     

How goal instrumentality shapes relationship evaluations

Findings from 6 experiments support the hypothesis that relationship evaluations and behavioral tendencies are goal dependent, reflecting the instrumentality of significant others for the self's progress toward currently active goals. Experiments 1 and 3 found that active goals can automatically bring to mind significant others who are instrumental for the activated goal, heightening their accessibility relative to noninstrumental others. Experiments 2-5 found that active goals cause individuals to evaluate instrumental others more positively, draw closer to them, and approach them more readily, compared with noninstrumental others. Experiment 6 found that people who engage in goal-dependent interpersonal evaluations are more successful, receiving higher grades. Implications for understanding the social nature of self-regulation and the impact of personal goals on interpersonal relationships are discussed.     

New scanner data for brand marketers: How neuroscience can help better understand differences in brand preferences

A core goal for marketers is effective segmentation: partitioning a brand's or product's consumer base into distinct and meaningful groups with differing needs. Traditional segmentation data include factors like geographic location, demographics, and shopping history. Yet, research into the cognitive and affective processes underlying consumption decisions shows that these variables can improve the matching of consumers with products beyond traditional demographic and benefit approaches. We propose, using managing a brand as an example, that neuroscience provides a novel way to establish mappings between cognitive processes and traditional marketing data. An improved understanding of the neural mechanisms of decision making will enhance the ability of marketers to effectively market their products. Just as neuroscience can model potential influences on the decision process—including pricing, choice strategy, context, experience, and memory—it can also provide new insights into individual differences in consumption behavior and brand preferences. We outline such a research agenda for incorporating neuroscience data into future attempts to match consumers to brands.