Transformative Consumer Research & Self-Control Strategies in Consumer Behavior

What is transformative consumer research (TCR)?

A research program that promotes consumer well-being and quality of life, launched by David Mick in 2005 via ACR.

Who does TCR benefit?

Consumers and their caregivers, policy makers, managers and executives, and students.

What is self-control?

The ability to override, interrupt, or alter one's natural responses, enduring discomfort or forgoing pleasure now for a larger/delayed reward later.

What do we learn from the Marshmallow test?

The ability to delay gratification predicts important life outcomes; children used strategies like distraction to help with self-control.

What is the hot-cool system?

The hot system is immediate and temptation-focused, while the cool system is reflective and abstract, helping to reframe temptation.

How do range goals compare to single-number goals?

Range goals feel more attainable and motivating, while single-number goals feel more challenging and can lead to feelings of failure if not met.

What effect does alcohol have on self-control?

Alcohol weakens self-control, causing attitudes and goals not to translate into behavior.

What is reward substitution?

Tying a long-run goal to something currently valued to encourage beneficial behavior.

What are self-control contracts?

Agreements that lock in future behavior or impose penalties for failing, similar to Ulysses tying himself to the mast.

What does the story of Ulysses and the sirens illustrate?

Using external constraints to resist future temptation.

What does the animal version of the marshmallow test show?

Animals, like humans, often struggle with self-control when choosing between immediate and delayed rewards.

What external cues can increase self-control?

Environmental, social, and psychological cues can help the cool system win over impulsivity.