Title

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

Translated Titles

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

DOI

10.6504/JMBR.201712_34(4).0004

Authors

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

Key Words

self-control ; time orientation ; regulatory focus ; temporal distance ; goal pursuit ; 知覺自我控制 ; 時間導向 ; 調節焦點 ; 時間距離 ; 目標追求

PublicationName

管理學報

Volume or Term/Year and Month of Publication

34卷4期(2017 / 12 / 01)

Page #

557 - 576

Content Language

英文

Chinese Abstract

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.

English Abstract

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。

Topic Category 社會科學 > 管理學
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