Zhang, Ying; Huang, Szu-chi; Broniarczyk, Susan M. - In: Journal of Consumer Research 37 (2010) 1, pp. 129-142
The present research explores a self-control operation, namely, counteractive construal, that helps consumers resolve the conflicts between an important goal and a short-term temptation by altering the construal of the temptation. We propose that when experiencing a self-control conflict,...