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Grapes of Wrath: The Angry Effects of Self-Control

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  • David Gal
  • Wendy Liu

Abstract

Prior research has shown that exerting self-control can lead to increased aggression. In the present research, we find that exerting self-control is associated with angry behavior more broadly. In particular, using a "matched-choice paradigm," we find that after exerting self-control people exhibit increased preference for anger-themed content, greater interest in faces exhibiting anger, greater endorsement of anger-framed appeals, and greater irritation to others' attempts to control their behavior. We speculate on the possible mechanisms underlying these effects and discuss the theoretical, methodological, and practical implications of this research.

Suggested Citation

  • David Gal & Wendy Liu, 2011. "Grapes of Wrath: The Angry Effects of Self-Control," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 38(3), pages 445-458.
  • Handle: RePEc:oup:jconrs:doi:10.1086/659377
    DOI: 10.1086/659377
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    Cited by:

    1. Peggy J. Liu & Kelly L. Haws & Karen Scherr & Joseph P. Redden & James R. Bettman & Gavan J. Fitzsimons, 2019. "The Primacy of “What” over “How Much”: How Type and Quantity Shape Healthiness Perceptions of Food Portions," Management Science, INFORMS, vol. 65(7), pages 3353-3381, July.
    2. James W. Peltier & Andrew J. Dahl & John E. Schibrowsky, 2016. "Sequential loss of self-control: Exploring the antecedents and consequences of student credit card debt," Journal of Financial Services Marketing, Palgrave Macmillan, vol. 21(3), pages 167-181, September.
    3. Aner Sela & Jonah Berger & Joshua Kim & Gita JoharEditor & Leonard LeeAssociate Editor, 2017. "How Self-Control Shapes the Meaning of Choice," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 44(4), pages 724-737.
    4. Sang Kyu Park & Aner Sela & Amna Kirmani & Cait Lamberton, 2020. "Product Lineups: The More You Search, The Less You Find [Interaction Terms in Logit and Probit Models]," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 47(1), pages 40-55.

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