Commentary: Two Ways of Thinking About Self-Control

Frontiers in Psychology

article

Meysam Moayery¹ 

[1] Department of Marketing, Faculty of Economics and Business Administration, Vilnius University

关键词: self-control;    self-monitoring failures;    ego-depletion;    reflective and impulsive determinants;    non-conscious self-control;   

DOI  :  10.3389/fpsyg.2021.718715

学科分类：社会科学、人文和艺术（综合）

来源: Frontiers

【 摘 要 】

The basic premise of Vosgerau et al.’s (2020; henceforth VSH) article is one that few consumerbehavior researchers and psychologists would debate: “self-control conflicts are subjective” and“not all consumers pursue the same superordinate long-term goals” (p. 187). While the dominantparadigm defines self-control as a consumer’s choice to desist from hedonic consumption, VSHoutline self-control failures as choices violating superordinate long-term goals (whether hedonicor utilitarian) that entail the anticipation of regret. Therefore, the central message of VSH’sframework is that self-control does not require abstinence from pleasure (i.e., exerting self-control6= sacrificing pleasure). VSH also argue that this conceptualization is vital for the construct validityof self-control studies in consumer research.

【 授权许可】

CC BY