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From Firm Muscles to Firm Willpower: Understanding the Role of Embodied Cognition in Self-Regulation

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  • Iris W. Hung
  • Aparna A. Labroo
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    Abstract

    Across five studies, we show that firming one's muscles can help firm willpower and that firmed willpower mediates one's ability to withstand immediate pain, overcome food temptation, consume unpleasant medicines, and attend to immediately disturbing but essential information, provided that doing so is seen as providing long-term benefits. We draw on theories of embodied cognition to explain our results, and we add to that literature by showing for the first time that one’s body can help firm willpower and facilitate the self-regulation essential for the attainment of long-term goals.

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    File URL: http://www.jstor.org/stable/pdfplus/10.1086/657240
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    File URL: http://www.jstor.org/stable/full/10.1086/657240
    Download Restriction: Access to the online full text or PDF requires a subscription.

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    Bibliographic Info

    Article provided by University of Chicago Press in its journal Journal of Consumer Research.

    Volume (Year): 37 (2011)
    Issue (Month): 6 ()
    Pages: 1046 - 1064

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    Handle: RePEc:ucp:jconrs:doi:10.1086/657240

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    Web page: http://www.journals.uchicago.edu/JCR/

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    Cited by:
    1. Rosa, José Antonio & Qualls, William J. & Ruth, Julie A., 2014. "Consumer creativity: Effects of gender and variation in the richness of vision and touch inputs," Journal of Business Research, Elsevier, vol. 67(3), pages 386-393.

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