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Part 3. Consumer Behavior

  1. Kathleen D. Vohs1,
  2. Ayelet Fishbach2

Published Online: 15 DEC 2010

DOI: 10.1002/9781444316568.wiem03052

Wiley International Encyclopedia of Marketing

Wiley International Encyclopedia of Marketing

How to Cite

Vohs, K. D. and Fishbach, A. 2010. Self-Regulation. Wiley International Encyclopedia of Marketing. 3.

Author Information

  1. 1

    University of Minnesota, Minneapolis, MN, USA

  2. 2

    University of Chicago, Chicago, IL, USA

Publication History

  1. 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.


  • self-regulation;
  • self-control;
  • goals;
  • depletion;
  • motivation;
  • temptation;
  • urge