Unsure What the Future Will Bring? You May Overindulge: Uncertainty Increases the Appeal of Wants Over Shoulds

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Operations, Information and Decisions Papers
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Want/should conflict
self-control
uncertainty
ego depletion
Applied Behavior Analysis
Health Psychology
Other Social and Behavioral Sciences
Personality and Social Contexts
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Milkman, Katherine L
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This paper examines the effect of uncertainty about the future on whether individuals select want options (e.g., junk foods, lowbrow films) or instead exert self-control and select should options (e.g., healthy foods, highbrow films). Consistent with the ego-depletion literature, which suggests that self-control resembles an exhaustible muscle, coping with uncertainty about what the future may bring reduces self-control resources and increases individuals’ tendency to favor want options over should options. These results persist when real uncertainty is induced, when the salience of naturally-arising uncertainty is heightened and when individuals are able to make choices contingent upon the outcomes of uncertain events. Overall, this work suggests that reducing uncertainty in a decision maker’s environment may have important spillover effects, leading to less impulsive choices.

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2012-11-01
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Organizational Behavior and Human Decision Processes
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