Exerted Self-Control Leads to Anger
A new study published in the Journal of Consumer Research states that individuals exerting self-control might get attracted to the aggressive forms of art and public appeals. These individuals might not appreciate nagging messages to control their behavior. According to the researchers from the Northwestern University and the University of California San Diego, people who exert self-control are likely to behave in an aggressive way with others. Similarly, people who are on diet become irritable and angry.
In one of the studies, people choosing an apple instead of chocolate chose anger and revenge movies that the milder ones. In another study, people who exercising financial restraint by selecting groceries gift certificate instead of spa service were interested in looked at angry faces than the fearful ones. In the third experiment, individuals on diet were attracted to public policy message which made use of angry-framed appeal than a sad message. Participants choosing healthier food over tastier ones got more irritated with the message with controlling language.
The researchers concluded that people exerting forced self-control were likely to choose anger-themed movies, were more attracted to angry faces, were more irritated by controlling language messages and were more swayed by anger-framed appeals. Public policy makers should keep this fact in mind when spreading messages.