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Self-Control Not the Same as Sacrificing Pleasure

A new study suggests an indulgent dietary choice does not necessarily equate to a lack of self-control. Specifically, a decision to eat chocolate cake instead of carrot sticks is not a loss of self-control if regret does not accompany the decision.

In the field of consumer research, self-control is often conceptualized as and tested through the ability or inability to abstain from “hedonic consumption.” This definition is, at its most base level, related to eating sugary, fatty foods.

According to this common conceptualization, food decisions involve a trade-off between health and pleasure, where deciding on pleasure is associated with a self-control failure.

In the new study, researchers argue that for a choice to constitute a self-control failure, it must be accompanied by anticipated regret and violate a long-term goal held by the consumer.

“Presented with the opportunity to eat cake or carrot sticks, a person intent on losing weight would experience a self-control failure when they choose to eat the cake and expect to regret having done so. Anticipated regret would signal that eating the cake violated a long-term goal of losing weight,” said Dr. Irene Scopelliti, associate professor of marketing at the University of London.

“If the same person ate only a small piece of cake, however, they may not experience a self-control failure because they haven’t eaten enough to violate their goal of losing weight and trigger regret.

“It is not the consumption of cake that automatically signals a self-control failure, it is whether consumers believe that they may regret their food choice in the future; our research demonstrates that health and pleasure are not necessarily in conflict.

“That thinking plays into the dichotomous perception of foods being either good or bad, which is an incorrect over-simplification of eating practices.”

The finding suggests that obesity should not, as it often is, be associated with a lack of self-control, as the two cannot be empirically linked, said Scopelliti and her co-authors, Professor Joachim Vosgerau of Bocconi University and Dr. Young Eun Huh from the Korea Advanced Institute of Science and Technology.

The paper appears in the Journal of Consumer Psychology.

“Because individuals’ long-term goals often differ, so too do the prerequisites for self-control failures,” Vosgerau said.

“If a person is comfortable with their weight and does not anticipate to regret in advance their food consumption choices, then we cannot say that person lacks self-control.”

In the paper, the authors question whether consumer behavior researchers and psychologists have the expertise to advise consumers on their eating practices or give advice on what constitutes a healthy lifestyle.

“We argue that this task falls into the remit of nutritionists, biologists and medical professionals, who can objectively determine which foods and in what quantities are good or bad,” Huh said.

“Consumer behavior researchers and psychologists are better placed to help consumers realize that they have a self-control problem, and to assist them in altering their perceptions of food so that tastiness and healthiness become more positively associated.

“By abandoning the idea that eating ‘bad foods’ equals a self-control failure, consumers should find it easier to exert self-control, particularly if they are armed with the combined dietary knowledge of medically trained professionals and the behavioral knowledge of psychologists and consumer researchers.”

Source: University of London/EurekAlert

Self-Control Not the Same as Sacrificing Pleasure

Rick Nauert PhD

Rick Nauert, PhDDr. Rick Nauert has over 25 years experience in clinical, administrative and academic healthcare. He is currently an associate professor for Rocky Mountain University of Health Professionals doctoral program in health promotion and wellness. Dr. Nauert began his career as a clinical physical therapist and served as a regional manager for a publicly traded multidisciplinary rehabilitation agency for 12 years. He has masters degrees in health-fitness management and healthcare administration and a doctoral degree from The University of Texas at Austin focused on health care informatics, health administration, health education and health policy. His research efforts included the area of telehealth with a specialty in disease management.

APA Reference
Nauert PhD, R. (2019). Self-Control Not the Same as Sacrificing Pleasure. Psych Central. Retrieved on November 24, 2020, from
Scientifically Reviewed
Last updated: 31 Oct 2019 (Originally: 31 Oct 2019)
Last reviewed: By a member of our scientific advisory board on 31 Oct 2019
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