The “Response-to-Failure” Scale: Predicting Behavior following Initial Self-Control Failure

Whereas most existing self-control research and scales focus on singular self-control choice, the current work examines sequential self-control behavior. Specifically, this research focuses on behavior following initial self-control failure, identifying a set of key cognitive and emotional responses to initial failure that jointly underlie post-failure behavior. The tendency to experience these responses is captured in a new scale, the Response-to-Failure scale, which the authors develop and test in three consumer domains: eating, spending, and cheating. The results support the use of the same emotional and cognitive factors to predict post-failure behavior across these three domains, providing evidence of the generalizability of the scale structure. The data support the scale's structure, nomological and discriminant validity, and test–retest reliability across five studies. In five additional studies, the scale's predictive validity is demonstrated beyond other existing relevant scales. The authors also develop and test a short form of each domain scale. Finally, the authors discuss the implications for understanding post-failure behavior and suggest practical uses for the scale.

• 저널Journal of Marketing Research · 49(6) · 996–1014
• 토픽Behavioral Health and Interventions · Applied Psychology
• DOI10.1509/jmr.10.0510
• 저자Yael Zemack‐Rugar, Canan Corus, David Brinberg