lecture 6 and notes: self control Flashcards
high self control
when we accept immediate pain for later gain
low self control
seek immediate gain, but suffer later pain. Ex: if were on a diet and we want to eat chocolate cake, we seek immediate pleasure but long term cost is gaining weight. Ex: splurging on an expensive item when were on a budget
why is self control important
the experiment with the kids eating marshmellows–> ones who waited to eat them had better long term success
wehre do we see self control
We use self control in shopping: more self control we have, the less we will spend
We use self comtrol in food: if we control what we eat more, we wont be as fat
We use self control in drinking: less we drink
how can we increase our self control (beau master model)
Baumeister model of self control→ tested by baumeister
Start with the definition of srlf control: ability to value ling term gains (decisions), rather than short term gains (decisions)
Model says that self control is required in life when we experience strong emotions
also when we are faced with negative emotions
in a marketing context with self control
self control is mostly required when we experience positive emotions like love and desire
Desire: we see that products are arranged in ways of desire. The layout of store is designed to maximize the level of desire (going through the store layout)
steps to increase self control
goals, monitoring, capacity
goals
Goals: what you want to accomplish
General goals: healthy, learning
Specific goals: lose 10 pounds, learn french, stems from general goals
Model says that if we are able to design our goals in a way that is more specific, we are likely to have more self control
If we are shopping, we will have more self control if we have specific features that we are looking for
two types of goals
Goal clairty is important → lack reduces self control
Have a plan in mind → window shopping will allow low self control
Goal conflict
Decisons we make, we have to tradeoff different goals that contract each oter
Ex; when we have to buy clothes. Saving money vs looking good. Cant achieve two gaols at the same time
Lesson: we should minimiz goal conflict by resolving goal conflkcts in advance. Note which gails are in conflict and causiatakky try and resolve this goal conflict. Which gola do you want to pursue in this point in time
conflict causes neg emotions
monitoring
Keeping track of behvaiour→ more we do this, higher self control
If we want to increase self control, we should keep track pf what we are dong ex: record daily meals, track dailye xercise, note daily expenses
More we keep btrack= higher our self control is
We see this in exercise programs, when we join we keep track of our progress
Gyms often have mirrors→ mirrors in a gym can help with monitoring, keeping track of our physical self
capacity
what is else control like
ncrease Capacity (mental/physical energy)
Don’t shop late in the day
Don’t eat immediately after stressful events
App blocks Amazon in the evening
Three psoibitkies for what self control is like:
muscle, light switch , skill
muscle
muscle in the mind and when we want to exercise self control, have to think hard and focus hard. If successful in exercising self control, then our muscles will get tired. Next time we get faced with temptation, our muscles will get tired. Mlre we xercise self control= more tired the muscle will become and less effective they will be in showing self control
light switch
turn it on and stays constant. Go to a mall, when u enter you tell urself i have to know demonstrate self control, turn on the switch and then on you have the same level of self control
skill
skill like swimming. More you use it= more you are likely to improve and show self control
