Take Action

Home | Faculty & Research Overview | Research

Research Details

What Makes Tomorrows Gain Worth Todays Pain? Cognitive, Motivational, and Affective Influences in Self-control Dilemmas

Abstract

Consumers pursuing long-term goals often face choices that trade off immediate pleasure for long term benefits. For example, consumers on a diet may have to choose between indulgent foods and healthier options, those on a budget between splurging on an impulse and saving for more essential items, and those committed to professional endeavors between fun and work. Although these choices pertain to different consumption domains, they similarly involve a self control dilemma for consumers to pursue their long-term health, savings, or professional goals consumers have to overcome the temptation to switch to momentary pleasures. In such situations, the way consumers frame these trade offs, their affective states, and their motivations can affect their final choices. In this chapter, we review findings involving such trade offs, posit that such choices require the exercise of self control. We summarize how consumer's accessible cognitions, motivations, and affective states may impact such choices.

Type

Book Chapter

Author(s)

Aparna Labroo, Anastasiya Pocheptsova

Date Published

2017

Citations

Labroo, Aparna, and Anastasiya Pocheptsova. 2017. What Makes Tomorrows Gain Worth Todays Pain? Cognitive, Motivational, and Affective Influences in Self-control Dilemmas.

KELLOGG INSIGHT

Explore leading research and ideas

Find articles, podcast episodes, and videos that spark ideas in lifelong learners, and inspire those looking to advance in their careers.
learn more

COURSE CATALOG

Review Courses & Schedules

Access information about specific courses and their schedules by viewing the interactive course scheduler tool.
LEARN MORE

DEGREE PROGRAMS

Discover the path to your goals

Whether you choose our Full-Time, Part-Time or Executive MBA program, you’ll enjoy the same unparalleled education, exceptional faculty and distinctive culture.
learn more

Take Action