Exploring the Affect and Regulatory Focus Interaction in Self-regulatory Failure

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Exploring the Affect and Regulatory Focus Interaction in Self-regulatory Failure

Self-regulation involves an ongoing struggle between two op-posing psychological forces, desire and will-power, with self-reg- ulatory failure occurs when the forces of desire exceed that of the will-power (Hoch and Loewenstein 1991). Self-regulatory failure is linked with social problems such as al...

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Bibliographic Details
Main Authors:	Sharma, Piyush, Roy, Rajat
Other Authors:	Wan, E.
Format:	Conference Paper
Published:	Association for Consumer Research Asia-Pacific 2015
Online Access:	http://www.acrwebsite.org/ http://hdl.handle.net/20.500.11937/75113

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