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
study done in a mall of muscle, light switch and skill
They tracked unplanned shopping at different points of the mall (just entered vs deep inside ). In the ehtrance, customers are likely to have faced very temptations bc you have just entered not seen many stores. Deep inside= many temptations . less unplanned shopping = more self control, measure of self control
These three theories make different predictions of unplanned shopping deep inside vs the entrance
Deep inside= like the muscle analogy, from teh entrance to teh atrium, unplanned shopping goes up bc the muscle gets weaker so less self control
Light switch: level of unplanned shopping is constant whether you are at the entrance or deep inside
Swimming: more people shop in the mall, better you get self control , less unp;anned shopping
Unplanned shopping actually went up (muscle theory) , also supported by other studies , unplanned is higher for evening shopping (people are more tired i the evening and if self control is like a muscle, less self control we have)
When we looked at self control and unplanned shopping in a single trip, saw that self control went down as people went from the entrance to deep inside
What happens if you measure self control across many different trips? Has a trend that goes downwards. Blue line= similar to the swimming theory. We get beter at self control
Muscle and skill theory work in different time spans→ muscle is for one time trips and skill theory is for many trips
How to apply the baumeister model ?
Not go shopping wehn ur tired
Not when you have strongd desires (like when ur hungry)–> increases short term pleasure processes
Block that urge → cant see it we desire it less
Think about ur goals→ resolve goal conflicts in advance
drivers of body weight
Drivers of body weight
Bmi is the outcome variable
Bmi is input minus output (food is input and output is exercise or metabolism)
More exercise is good but not most efficient way to lessen bmi
Young people need more calories
When your young yo eat more, when your older cant exercise as much
Evolutionary influences
Our Body and minds are the products of evolution
Influenced what worked in the past
Food used to be in short supply, body evolved to hang onto excess calories
There is no shortage of food today, people dont need as much enegry as they used to
factors that affect control
more choices, evolution, convenience
Firm perspective
What is teh sellers goal
They dont want you to buy healthy food but more food (higher price food)
Restaurants may give you a free drink while you are waiting → alcohol increases hunger
Ex: dim sum cart, exposes to temptation , activaitng multiple senses , seeing others taking food
self control for shopping and technology
Has technology increased or reduced shopping behaviour ? good in some ways it helps consumers but also hurts consumers
Could make us spend more money
Technology hurts: convenience (low effort, dangerous)
Technology helps: can do research, more personalization , greater variety of choices, useful recommendations
Tech hurts: more tempting products visible on phone at all hours of the day & night
Tech helps: mkes it possible to do extensive research, can see bank account going down,
preecommitment and self control
Ulysys and the sirens→ nymphs would sing so sweetly sailors would get hypnotize and jump in the water and drown, he told the other crew members to tie him up before they reached that point, before temptation strikes make it harder for yourself later
Can pre commit to save
Can pre commit to not gamble
Set pre commitments
when is pre commitment effective
Make credible precommitments
When commitment cannot be readily changed
Ex: new years resolutions vs $ deposit for weight loss, casino exclusion lists, non refundable deposits
Make initially smaller…later larger precommitments
each day of the month ill save $= day of the month
Consistency norm
More self control techniques
Self control is Relevant when ur faced with temptation
Need self control to control yourself when your in a heated situation (more personal)
Markeetrs are always presenting you with objects of desire
How do we respond to markeetrs? Goals, monitoring, capacity
If we want to spend less, maybe we shouldnt look at temptation
Reduce temptation→ Structural barriers: put by society or us, maybe add new laws. Memory: Lets say you have a problem with alcohol, alcohol is connected with other memories (going out on the weekend, certain friends and clothes) have to act on the memory side, reduce memories of alcohol
Increase self control→ goals, mintoring, capacity
increase capacity
Dont shop late in the day
Dont eat immediately after stressful events
increase self control
Increase MAO (motivation, ability and opportunity)
Motivation for reaching goal of weight loss
- visualize the achievement of health., appearance, savings goals
Ability in terms of knowledge
Consumer behvaiour, financial knowledge, health knowledge
Opportunity in terms of time pressure
dont make any important decision rashly, sleep over it
Calorie intake is increased by
More Choices
* More Convenience
* Larger Portion Sizes
* Evolutionary Influences
long term techniques to eat better
Repetition & positive reinforcement to establish habit
Repetition => cook regularly
Positive Reinforcement => like the process of cooking /
like the quality of food cooked / others complement your
cooking skills
Restaurant Psychology To Get
Customers to Eat/Spend More
Free drink while waiting…alcohol increases hunger…reciprocity
for free drinks….surprising benefit = higher satisfaction
When is Precommittment Effective?
- Make credible precommittments
When commitment cannot be readily changed
New year resolutions vs. $ deposit for weight loss
Casino exclusion lists
Non-refundable deposits - Make initially smaller….later larger precommittments
Each day of the month, I’ll save $ = day of the month
Consistency norm
self control techniques
goals, monitoring, capacity
social pressure
increase motivation, ability, opportunity
Calorie intake is increased by
- More Choices
- More Convenience
- Larger Portion Sizes
- Evolutionary Influences
