Please use this identifier to cite or link to this item: https://doi.org/10.1086/657240
Title: From firm muscles to firm willpower: Understanding the role of embodied cognition in self-regulation
Authors: Hung, I.W. 
Labroo, A.A.
Issue Date: 2011
Source: Hung, I.W., Labroo, A.A. (2011). From firm muscles to firm willpower: Understanding the role of embodied cognition in self-regulation. Journal of Consumer Research 37 (6) : 1046-1064. ScholarBank@NUS Repository. https://doi.org/10.1086/657240
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. © 2010 by JOURNAL OF CONSUMER RESEARCH, Inc.
Source Title: Journal of Consumer Research
URI: http://scholarbank.nus.edu.sg/handle/10635/43828
ISSN: 00935301
DOI: 10.1086/657240
Appears in Collections:Staff Publications

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