Published In
Journal of Consumer Marketing
Document Type
Article
Publication Date
5-28-2026
Subjects
Emotions, Incidental emotions, Self-control, Choice model, Healthy eating, Financial savings
Abstract
Purpose – The purpose of this paper is to develop a framework that examines the effects of incidental emotions on choices in self-control dilemmas. The framework predicts that the effect of emotions depends on the hedonic and non-hedonic needs they activate and the extent to which emotional consumers expect the virtuous and gratifying options in the choice dilemma to facilitate these needs (i.e. their instrumentality toward the activated needs). The framework helps develop propositions for the self-control effects of six commonly experienced emotions: happiness, sadness, pride, guilt, anger and anxiety. Design/methodology/approach – The author uses a choice model to develop a conceptual framework that predicts the effects of incidental emotions on self-control. Findings – The choice model identifies four processes through which emotions affect self-control choices: (1) emotions decrease self-control by activating hedonic needs, while (2) they increase self-control by activating non-hedonic needs. Decreasing (increasing) the instrumentality of the gratifying (virtuous) option toward these hedonic (3) and non-hedonic needs (4) increases self-control. Research limitations/implications – The choice model applies only to the effects of incidental emotions. Practical implications – The framework predicts the effects of incidental emotion on self-control, including in consumption contexts, such as impulsive spending or unhealthy eating. The model provides strategies for enhancing self-control among emotional consumers. Originality/value – This paper is the first to conceptualize an overarching framework that proposes broad mechanisms through which all emotions affect self-control. It yields novel predictions about the effects of various incidental emotions.
Rights
Copyright (c) 2026 The Authors
This work is licensed under a Creative Commons Attribution 4.0 International License.
DOI
10.1108/JCM-10-2024-7271
Persistent Identifier
https://archives.pdx.edu/ds/psu/44743
Citation Details
Koley, S. (2026). The effect of incidental emotions on self-control: an examination using a need-based choice model. Journal of Consumer Marketing, 1–11. https://doi.org/10.1108/jcm-10-2024-7271