MRKT 452 Lecture Notes - Lecture 6: Self-Control, Customer Relationship Management, Precommitment
18 Feb 2018
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High self control: accept immediate pain for later gain. Lower self control: seek immediate gain, but suffer later pain. Only 30% waited for 15 mins to collect two marshmallow. Twenty years later the kids who waited outperformed the ones who didn"t. When there are strong emotions (pos/neg) such as love, desire, fear, anger. Goal clarity: know specifically what you want ** important for self control. Exactly what car do i want, what brand, what features. Go shopping without plan in mind low self control. Conflict causes negative feels immediate gains valued more. Keep tract of your behaviour=> higher self control. The more we exercise self control, the more tired the muscle gets, less effective in showing self control down the road. Turn it on and stays constant ex go to a mall and turn it on and have same level of self control for your visit to the mall self control constant with use.
