Together or apart: when goals and temptations complement versus compete.
This research examined how the presentation of items related to goals and temptations influences the dynamic of self-regulation, as reflected in evaluation and choice. The authors found that when items, such as healthy and unhealthy foods or academic and leisure activities, are presented together in a unified choice set (e.g., in 1 image) and seem to complement each other, people express a positive evaluation of and a preference for tempting items. Conversely, when the items are presented apart from each other in 2 choice sets (e.g., 2 images) and seem to compete with each other, people express a positive evaluation of and preference for goal items.
Fishbach
Ayelet
A
Graduate School of Business, Univesity of Chicago, Chicago, IL 60637, USA. ayelet.fishbach@chicagogsb.edu
Zhang
Ying
Y
D001245:Association Learning; D002755:Choice Behavior; D003220:Conflict, Psychological; D003657:Decision Making; D005260:Female; D005518:Food Preferences / Q000523:psychology*; D006040:Goals; D006801:Humans; D008297:Male; D009042:Motivation; D010364:Pattern Recognition, Visual; D012054:Reinforcement, Psychology; D020377:Self Efficacy