Affective forecasting and self-control: Why anticipating pride wins over anticipating shame in a self-regulation context

Vanessa M. Patrick*, Hae Eun Helen Chun, Deborah J. Macinnis

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

55 Scopus citations

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.

Original languageEnglish (US)
Pages (from-to)537-545
Number of pages9
JournalJournal of Consumer Psychology
Volume19
Issue number3
DOIs
StatePublished - Jul 2009
Externally publishedYes

ASJC Scopus subject areas

  • Applied Psychology
  • Marketing

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