Self-control today, indulgence tomorrow? How judgment bias and temporal distance influence self-control decisions

Wagner Junior Ladeira, Fernando Oliveira Santini, Diego Costa Pinto, Clécio Falcao Araujo, Fernando A. Fleury

Research output: Contribution to journalArticlepeer-review

5 Citations (Scopus)
18 Downloads (Pure)

Abstract

Purpose: This paper aims to analyze how judgment bias (optimism vs pessimism) and temporal distance influence self-control decisions. This research also analyzes the mediating role of perceived control on judgment bias and temporal distance. Design/methodology/approach: Three studies (one laboratory and two online experiments) analyze how judgment bias and temporal distance influence self-control decisions on consumers’ willingness to pay. Findings: The findings uncover an important boundary condition of temporal distance on self-control decisions. In contrast to previous research, the findings indicate that individuals exposed to optimism (vs pessimism) bias display more self-control in the future and make choices that are more indulgent in the present. The findings also reveal that perceived control mediates the effects of judgment bias and temporal distance. Practical implications: The findings help managers to adapt short- and long-term marketing efforts, based on consumers’ momentary judgment biases and on their chronic judgment bias orientation. Originality/value: This research contributes to the literature on self-control and temporal distance, showing that judgment bias reverses previous research findings on self-control decisions.

Original languageEnglish
Pages (from-to)480-490
Number of pages11
JournalJournal of Consumer Marketing
Volume35
Issue number5
DOIs
Publication statusPublished - 1 Nov 2018

Keywords

  • Construal level
  • Self-control
  • Temporal distance

Fingerprint

Dive into the research topics of 'Self-control today, indulgence tomorrow? How judgment bias and temporal distance influence self-control decisions'. Together they form a unique fingerprint.

Cite this