Rethinking Self-Control: How It Interacts with Goal Temporal Distance, Individual Time Orientation and Regulatory Focus

重新省思「自我控制」：目標時間距離、個人時間導向與調節焦點的互動影響

江宜芳(Yi-Fang Chiang) ； 王仕茹(Shih-Ju Wang) ； 黃恆獎(Heng-Chiang Huang)

《管理學報》 34卷4期 (2017/12) Pp. 557-576

https://doi.org/10.6504/JMBR.201712_34(4).0004

摘要

Relatively little research has addressed how an individual's self-control behavior is affected by the temporal distance of pursued goals, time orientation, and regulatory focus. In this study, a between-subject 2(future- vs. present-oriented) x 2(promotion- vs. prevention-focus) x 2(near vs. far temporal distance) experimental design was formulated to test hypotheses about these relationships and explicate possible interactions amongst the manipulated variables using ANOVA. Findings show that future-oriented individuals pursuing a goal under a prevention focus frame exhibit higher levels of self-control than those with a promotion focus frame. In particular, a proximate goal reinforces self-control because low time resources make goals more salient. However, regulatory fit strategy and temporal distance exert no influence on perceived self-control of present-oriented individuals who prefer imminent gratification. Despite of the interaction effect between time orientation and regulatory focus on self-control, the influence fades as temporal distance increases. This paper concludes with discussion of the findings and its insights and implications to marketing.

關鍵字

self-control ； time orientation ； regulatory focus ； temporal distance ； goal pursuit

並列摘要

文獻對於一個人欲達成目標的時間距離遠近、時間導向差異、以及不同的調節焦點，如何影響個人自我控制行為，鮮少著墨。本研究建構2(未來導向vs.目前導向)x2(促進調節焦點vs.趨避調節焦點)x2(短時間距離vs.長時間距離)的實驗，以受測者間方式，測試假說與操弄變數間的交叉效果。研究結果發現，相較於促進調節焦點所觸發之目標，未來導向者面對趨避調節焦點框架下之目標，將呈現較高知覺自我控制。目標時間距離近的情況，更能強化趨避調節焦點框架下未來導向者的自我控制，因為目標達成在珍貴的時間資源下更顯重要。然而，對於偏好立即獎勵的現在導向者而言，調節焦點框架的差異、或目標時間距離遠近，都不會影響其知覺自我控制。儘管自我控制受時間導向與調解焦點之交叉效果影響，隨著目標距離拉長，此效果也會消退。本文並討論研究之行銷意涵。

並列關鍵字

知覺自我控制 ； 時間導向 ； 調節焦點 ； 時間距離 ； 目標追求

參考文獻

Aaker, J. L.,Lee, A. Y.(2006).Understanding regulatory fit.Journal of Marketing Research.43(1),15-19.

Ariely, D.,Wertenbroch, K.(2002).Procrastination, deadlines, and performance: Self-control by precommitment.Psychological Science.13(3),219-224.

Avnet, T.,Higgins, E. T.(2006).How regulatory fit affects value in consumer choices and opinions.Journal of Marketing Research.43(1),1-10.

Bagozzi, R. P.,Dholakia, U.(1999).Goal setting and goal striving in consumer behavior.Journal of Marketing.63,19-32.

Bagozzi, R. P.,Warshaw, P. R.(1990).Trying to consume.Journal of Consumer Research.17(2),127-140.