重新省思「自我控制」：目標時間距離、個人時間導向與調節焦點的互動影響

Rethinking Self-Control: How It Interacts with Goal Temporal Distance, Individual Time Orientation and Regulatory Focus

獻對於一個人欲達成目標的時間距離遠近、時間導向差異、以及不同的調節焦點，如何影響個人自我控制行為，鮮少著墨。本研究建構2(未來導向vs.目前導向)x2(促進調節焦點vs.趨避調節焦點)x2(短時間距離vs.長時間距離)的實驗，以受測者間方式，測試假說與操弄變數間的交叉效果。研究結果發現，相較於促進調節焦點所觸發之目標，未來導向者面對趨避調節焦點框架下之目標，將呈現較高知覺自我控制。目標時間距離近的情況，更能強化趨避調節焦點框架下未來導向者的自我控制，因為目標達成在珍貴的時間資源下更顯重要。然而，對於偏好立即獎勵的現在導向者而言，調節焦點框架的差異、或目標時間距離遠近，都不會影響其知覺自我控制。儘管自我控制受時間導向與調解焦點之交叉效果影響，隨著目標距離拉長，此效果也會消退。本文並討論研究之行銷意涵。

Relatively little research has addressed how an individual's self-control behavior is affected by the temporal distance of pursued goals, time orientation, and regulatory focus. In this study, a between-subject 2(future- vs. present-oriented) x 2(promotion- vs. prevention-focus) x 2(near vs. far temporal distance) experimental design was formulated to test hypotheses about these relationships and explicate possible interactions amongst the manipulated variables using ANOVA. Findings show that future-oriented individuals pursuing a goal under a prevention focus frame exhibit higher levels of self-control than those with a promotion focus frame. In particular, a proximate goal reinforces self-control because low time resources make goals more salient. However, regulatory fit strategy and temporal distance exert no influence on perceived self-control of present-oriented individuals who prefer imminent gratification. Despite of the interaction effect between time orientation and regulatory focus on self-control, the influence fades as temporal distance increases. This paper concludes with discussion of the findings and its insights and implications to marketing