Emotional Calibration of Self-Control

We study a dynamic model of self-control where previous decisions have influence on subsequent decision making. In our model effort and guilt are negative emotions produced by previous decisions to either resist or yield to temptation, respectively. These emotions calibrate an individual\u27s self-control, in turn affecting future decisions. Our model explains non-stationary consumption paths characterized by compensatory indulgence and restraint, why under some circumstances the amplitude of this switching pattern increases with foresight, and how unavoidable options that might show up on one\u27s menu influence choices, consequent emotions, consumption paths, and preferences for commitment. We discuss the implications of self-control insights provided by our model for both consumers and marketers