Part 3. Consumer Behavior
Published Online: 15 DEC 2010
Copyright © 2011 John Wiley & Sons, Ltd. All rights reserved.
Wiley International Encyclopedia of Marketing
How to Cite
Vohs, K. D. and Fishbach, A. 2010. Self-Regulation. Wiley International Encyclopedia of Marketing. 3.
- Published Online: 15 DEC 2010
This article discusses the role of self-regulation in consumption. Drug and alcohol abuse, overeating, sexual improprieties, underachievement, insufficient exercise, Internet and videogame addictions, violence, and crime all involve some degree of self-regulation failure. We parse the literature on self-regulation motivational versus social-cognitive inputs to self-regulation. Research stemming from the limited resource model of self-control, regulatory focus theory, goal systems theory, counteractive self-control theory, and balancing versus highlighting is detailed.