Consumer behavior: You Experience a Silent Rage After Exerting Self-Control

Consumer behavior: rage

People who chose an apple over chocolate before selecting a movie were 16% more likely to prefer an anger-themed film, such as Anger Management or Hamlet, than people who selected a movie without having made such a food choice, say David Gal of Northwestern University’s Kellogg School and Wendy Liu of UC San Diego. This and other experiments suggest that the denial of immediate gratification may give rise to a silent rage: Exerting self-control can also intensify people’s irritation toward controlling messages.
Source: Grapes of Wrath: The Angry Effects of Self-Control


Leave a Reply

Your email address will not be published. Required fields are marked *