Consumer: Control Thyself

(Along the lines of "Physician: Heal Thyself!", I mean)

Francesca Righetti & Catrin Finkenauer
Journal of Personality and Social Psychology, forthcoming

Abstract:
The present research tested the hypothesis that perception of others' self-control is an indicator of their trustworthiness. The authors investigated whether, in interactions between strangers as well as in established relationships, people detect another person's self-control, and whether this perception of self-control, in turn, affects trust. Results of 4 experiments supported these hypotheses. The first 2 experiments revealed that participants detected another person's trait of self-control. Experiments 3 and 4 revealed that participants also detected the temporary depletion of another person's self-control. Confirming the authors' predictions, perceived trait and state self-control, in turn, influenced people's judgment of the other person's trustworthiness. In line with previous research, these findings support the positive value of self-control for relationships and highlight the role of perceived self-control for the development of a fundamental relationship factor: trust.

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Self-Regulatory Strength and Consumers’ Relinquishment of Decision Control: When Less Effortful Decisions are More Resource Depleting

Murat Usta & Gerald Häubl
Journal of Marketing Research, forthcoming

Abstract:
Based on the self-regulatory strength model and prior research on self-esteem threats, the authors predict and show that delegating decisions to surrogates – such as financial advisors or physicians – depletes consumers’ limited self-regulatory resources more than making the same decisions independently, thus impairing their subsequent ability to exercise self-control. This is the case even though decision delegation actually requires less decision making effort than independent decision making (Study 1). However, the resource depleting effect of decision delegation vanishes when consumers have an opportunity to affirm their belief in free will (Study 2). Moreover, remembering a past decision that one delegated impairs self-control more than remembering a decision that one made independently (Studies 3 and 4). The theoretical and practical implications of these findings are discussed.

(Nod to Kevin Lewis)