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From Firm Muscles to Firm Willpower: Understanding the Role of Embodied Cognition in Self-Regulation

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  • Iris W. Hung
  • Aparna A. Labroo

Abstract

Across five studies, we show that firming one's muscles can help firm willpower and that firmed willpower mediates one's ability to withstand immediate pain, overcome food temptation, consume unpleasant medicines, and attend to immediately disturbing but essential information, provided that doing so is seen as providing long-term benefits. We draw on theories of embodied cognition to explain our results, and we add to that literature by showing for the first time that one's body can help firm willpower and facilitate the self-regulation essential for the attainment of long-term goals.

Suggested Citation

  • Iris W. Hung & Aparna A. Labroo, 2011. "From Firm Muscles to Firm Willpower: Understanding the Role of Embodied Cognition in Self-Regulation," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 37(6), pages 1046-1064.
    • Handle: RePEc:oup:jconrs:doi:10.1086/657240
    DOI: 10.1086/657240
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    Cited by:

    1. Rosa, José Antonio & Qualls, William J. & Ruth, Julie A., 2014. "Consumer creativity: Effects of gender and variation in the richness of vision and touch inputs," Journal of Business Research, Elsevier, vol. 67(3), pages 386-393.
    2. Basso, Frédéric & Bouillé, Julien & Troiville, Julien, 2021. "Are you up for fair-trade products? Vertical dimension as a metaphorical representation of virtuous consumption," Journal of Business Research, Elsevier, vol. 135(C), pages 508-518.
    3. Yim, Mark Yi-Cheon & Lee, JeongGyu & Jeong, Haeyoung, 2021. "Exploring the impact of the physical conditions of mannequin displays on mental simulation: An embodied cognition theory perspective," Journal of Retailing and Consumer Services, Elsevier, vol. 58(C).
    4. Basso, Frédéric & Bouillé, Julien & Troiville, Julien, 2021. "Are you up for fair-trade products? Vertical dimension as a metaphorical representation of virtuous consumption," LSE Research Online Documents on Economics 111511, London School of Economics and Political Science, LSE Library.
    5. Spielmann, Nathalie & Mantonakis, Antonia, 2018. "In virtuo: How user-driven interactivity in virtual tours leads to attitude change," Journal of Business Research, Elsevier, vol. 88(C), pages 255-264.
    6. Sumitra Auschaitrakul & Dan King & Yanfen You, 2024. "From physical space to mental space: feelings of being physically constrained increase consumer preference for mind-expanding products," Marketing Letters, Springer, vol. 35(2), pages 231-242, June.

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