Affective forecasting and self‐control: Why anticipating pride wins over anticipating shame in a self‐regulation context |
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| Authors: | Vanessa M. Patrick HaeEun Helen Chun Deborah J. Macinnis |
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| Affiliation: | 1. Marketing and Entrepreneurship at the C. T. Bauer College of Business, University of Houston, Houston, TX 77204‐6021, USA;2. Marshall School of Business, University of Southern California, Los Angeles, CA 90089‐1421, USA;3. Fax: +1 213 740 7828. |
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| 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. |
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