From Firm Muscles to Firm Willpower: Understanding the Role of Embodied Cognition in Self-Regulation

Iris W. Hung · Aparna A. Labroo

123 citations0/0 files storedJournal of Consumer Research

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Behavioral Health and Interventions Decision-Making and Behavioral Economics Embodied and Extended Cognition

Abstract

Across five studies, we show that firming one's muscles can help firm willpower and that firmed willpower mediates one's ability to withstand immediate pain, overcome food temptation, consume unpleasant medicines, and attend to immediately disturbing but essential information, provided that doing so is seen as providing long-term benefits. We draw on theories of embodied cognition to explain our results, and we add to that literature by showing for the first time that one’s body can help firm willpower and facilitate the self-regulation essential for the attainment of long-term goals.

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References

1977Attitude-behavior relations: A theoretical analysis and review of empirical research.1962Cognitive, social, and physiological determinants of emotional state.1972Self-Perception Theory 1987Dimensions of Consumer Expertise 1999A hot/cool-system analysis of delay of gratification: Dynamics of willpower.1999Heart and Mind in Conflict: the Interplay of Affect and Cognition in Consumer Decision Making 1995Losing control: how and why people fail at self-regulation 1988Inhibiting and facilitating conditions of the human smile: A nonobtrusive test of the facial feedback hypothesis.

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2015The propagation of self-control: Self-control in one domain simultaneously improves self-control in other domains.2013Turning the Page: The Impact of Choice Closure on Satisfaction 2019Exerting Self‐Control ≠ Sacrificing Pleasure 2016Pleasure and the Control of Food Intake: An Embodied Cognition Approach to Consumer Self‐Regulation 2018Enacting rituals to improve self-control.

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