Rethinking Self-Control: How It Interacts with Goal Temporal Distance, Individual Time Orientation and Regulatory Focus

• Published in: 管理學報 2017-12, Vol.34 (4), p.557-576
• Main Authors: 江宜芳(Yi-Fang Chiang), 王仕茹(Shih-Ju Wang), 黃恆獎(Heng-Chiang Huang)
• Format: Article
• Language: English
• ISSN: 2521-4306
• DOI: 10.6504/JMBR.201712_34(4).0004

Relatively little research has addressed how an individual's self-control behavior is affected by the temporal distance of pursued goals, time orientation, and regulatory focus. In this study, a between-subject 2(future- vs. present-oriented) x 2(promotion- vs. prevention-focus) x 2(near vs. far temporal distance) experimental design was formulated to test hypotheses about these relationships and explicate possible interactions amongst the manipulated variables using ANOVA. Findings show that future-oriented individuals pursuing a goal under a prevention focus frame exhibit higher levels of self-control than those with a promotion focus frame. In particular, a proximate goal reinforces self-control because low time resources make goals more salient. However, regulatory fit strategy and temporal distance exert no influence on perceived self-control of present-oriented individuals who prefer imminent gratification. Despite of the interaction effect between time orientation and regulatory focus on self-control, the influence fades as temporal distance increases. This paper concludes with discussion of the findings and its insights and implications to marketing.