Related Experiment Video
Updated: Oct 7, 2025

Errors as a Means of Reducing Impulsive Food Choice
Published on: June 5, 2016
Willpower as moral ability
Phyliss Jia Gai1, Amit Bhattacharjee1
1Department of Marketing.
Abstract:
Self-control refers to the ability to choose options with greater long-term benefits over more immediately tempting options. For personal choices that do not affect others, self-control is often conceptualized as morally irrelevant. However, four focal experiments and five supplemental experiments demonstrate that self-control success in apparently nonmoral domains enhances evaluations of moral character, but self-control failure is not regarded as evidence of moral corruption. This asymmetry supports our moral-ability hypothesis: self-control is regarded as the ability to bring about intended outcomes, which is believed necessary for moral goodness but not moral badness. (PsycInfo Database Record (c) 2022 APA, all rights reserved).
Related Concept Videos
Self-Regulation
Self-Discrepancy Theory
Motivational Bias
Self-Efficacy
Egoism and Altruism
Secondary Motives: Power Motivation and Achievement Motivation
Power motivation is characterized by the desire to influence, control, or have an impact on others. It is shaped by an individual's experiences, social environment, and cultural context. People with high power motivation are...

