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

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.