Hung, Iris W.; Labroo, Aparna A. - In: Journal of Consumer Research 37 (2011) 6, pp. 1046-1046
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...