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Where There Is a Will, Is There a Way? Effects of Lay Theories of Self-Control on Setting and Keeping Resolutions

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  • Anirban Mukhopadhyay
  • Gita Venkataramani Johar

Abstract

We demonstrate the effect of consumers' lay theories of self-control on goal-directed behavior as evidenced by New Year's and other resolutions. Across three studies, we find that individuals who believe that self-control is a malleable but inherently limited (vs. unlimited) resource tend to set fewer resolutions. Using respondents' own idiographic resolutions, this result is shown to hold in general as well as in consumption-specific domains regardless of whether lay theories are measured or manipulated. The effect is reversed if respondents contrast beliefs regarding their own levels of self-control with their lay theories. The final field experiment shows that "limited self-control theorists" are less likely to succeed at their resolutions if they have low (vs. high) self-efficacy. (c) 2005 by JOURNAL OF CONSUMER RESEARCH, Inc..

Suggested Citation

  • Anirban Mukhopadhyay & Gita Venkataramani Johar, 2005. "Where There Is a Will, Is There a Way? Effects of Lay Theories of Self-Control on Setting and Keeping Resolutions," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 31(4), pages 779-786, March.
    • Handle: RePEc:oup:jconrs:v:31:y:2005:i:4:p:779-786
    DOI: 10.1086/426611
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    Citations

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    Cited by:

    1. Matthew O. Olasupo & Erhabor S. Idemudia, 2017. "Influence of Age, Gender, and Perceived Self-Control on Future Goals of Children in Adversities," Child Indicators Research, Springer;The International Society of Child Indicators (ISCI), vol. 10(4), pages 1107-1119, December.
    2. Bui, My (Myla) & Tangari, Andrea Heintz & Haws, Kelly L., 2017. "Can health “halos” extend to food packaging? An investigation into food healthfulness perceptions and serving sizes on consumption decisions," Journal of Business Research, Elsevier, vol. 75(C), pages 221-228.
    3. Cheryl Nakata & Elif Izberk-Bilgin & Lisa Sharp & Jelena Spanjol & Anna Shaojie Cui & Stephanie Y. Crawford & Yazhen Xiao, 2019. "Chronic illness medication compliance: a liminal and contextual consumer journey," Journal of the Academy of Marketing Science, Springer, vol. 47(2), pages 192-215, March.
    4. Mariam Beruchashvili & Risto Moisio, 2013. "Is Planning an Aid or an Obstacle? Examining the Role of Consumers' Lay Theories in Weight Loss," Journal of Consumer Affairs, Wiley Blackwell, vol. 47(3), pages 404-431, November.
    5. Coelho Do Vale, R.M.R.D., 2007. "Consumption breakdowns : On avoiding and embracing temptations," Other publications TiSEM 245c52fa-24eb-45e6-9c19-2, Tilburg University, School of Economics and Management.
    6. Li Yan & Hean Tat Keh & Kyle B. Murray, 2024. "Feeling the values: How pride and awe differentially enhance consumers’ sustainable behavioral intentions," Journal of the Academy of Marketing Science, Springer, vol. 52(1), pages 75-96, January.
    7. Wang, Xuehua & Wang, Xiaoyu & Lei, Jing & Chao, Mike Chen-ho, 2021. "The clothes that make you eat healthy: The impact of clothes style on food choice," Journal of Business Research, Elsevier, vol. 132(C), pages 787-799.
    8. Cheng, Yimin & Zhang, Kuangjie & Zhuang, Xuhong, 2024. "Follow your heart or your mind: The effect of consumption frequency on consumers’ reliance on feelings," Journal of Business Research, Elsevier, vol. 175(C).
    9. Abhilash S. Nair & Rani Ladha, 2013. "Investor Characteristics, Investment Goals And Choice- A Test Of The Mediating Effect Of Social Investment Efficacy On Socially Responsible Investing Behaviour In India," Working papers 124, Indian Institute of Management Kozhikode.

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