9 - Self Control

Question 1

4 drivers that disrupt self control (in terms of food consumption)

Answer 1

More choices
More convenience
Larger portions
Evolutionary influences (preference for fat & sugar)

Question 2

How can people limit unwanted behaviours? (self-control for food consumption)

Answer 2

Consumers perspective: tricks, techniques, self-control methods (short and long-term)
Firm perspective: increasing sales, reducing food wastage

Question 3

Precommitment

Answer 3

Acting in self-control in anticipation of later events
eg: giving your phone to a friend while studying to avoid distraction

Question 4

When are precommitments effective?

Answer 4

Credible commitments (cannot be readily changed)
Steps of gradually enlarging commitments (starting small but getting larger, eg: saving 1$ per day, saving 10$ per day 3 months later)

Question 5

Self-control techniques

Answer 5

Structural barriers
Memory
Goals, monitoring, capacity
Social pressure
Increase motivation, ability, opportunity

Question 6

Structural barriers (self-control)

Answer 6

Imposed by others
eg: putting junk food in drawers

Question 7

Memory (self-control)

Answer 7

Avoiding previous experiences
eg: avoiding friends that drink a lot

Question 8

Goals, monitoring, capacity (self-control)

Answer 8

Make clear goals (decide what to order at a restaurant before going)
Keep monitoring (keep empty plates on table)
Increase capacity (don’t eat immediately after stressful events)

Question 9

Social pressure (self-control)

Answer 9

Being aware of social pressures
eg: junk bulking is looked down upon by the gym community

Question 10

Increasing motivation, ability, opportunity (MAO) (self-control)

Answer 10

Motivation - food eg: visualize the achievement of health, appearance
Ability - in terms of knowledge: consumer behaviour, financial knowledge, health knowledge
Opportunity - in terms of time pressure: don’t make eating decisions in a hurry