Counteractive self-control.
We propose a self-control analysis of the role of availability in valuation. We explored the hypothesis that, when temptation becomes available, counteractive self-control processes render it less valuable. We found evidence for devaluation of available temptation among gym users before they choose to forgo an unhealthy snack rather than after they make their choice (Study 1), and among students evaluating leisure activities when their decision to enroll in an uninteresting class is reversible rather than irreversible (Study 2).
Myrseth
Kristian Ove R
KO
University of Chicago, Booth School of Business, Chicago, IL 60637, USA. kmyrseth@chicagogsb.edu
Fishbach
Ayelet
A
Trope
Yaacov
Y
D000339:Affect; D015444:Exercise; D005260:Female; D006801:Humans; D008297:Male; D020377:Self Efficacy; D012919:Social Behavior; D012927:Social Control, Informal; D055815:Young Adult