What is common in such reflective choice situations is that the hypothetical scenarios associated with each choice option are imagined and simulated ( Mellers and McGraw, 2001). What can be seen in this example is that self-control does not only involve a dilemma between “being good” or “being bad,” but it also can involve the anticipation of mixed-emotional dilemmas of the possibility of feeling good and bad from being good or bad ( Giner-Sorolla, 2001 Berrios et al., 2015). On the other hand, this hungry dieter may anticipate that the experience of forgoing the medium-rare steak will involve some negative affect but the experience of sticking to their diet will involve some positive affect. For example, a dieter may anticipate that the experience of eating a medium-rare steak for dinner will involve some positive affect but the experience of breaking their diet will involve some negative affect. In situations involving self-control dilemmas, however, choices present people with possible futures involving mixed and conflicting emotional experiences ( Hofmann et al., 2013). In a simple situation, the anticipation of positive affect may guide approach whereas the anticipation of negative affect may guide avoidance. People’s choices are often guided by the feelings they anticipate. We discuss how these findings build on an integrative theory of self-control and how they are useful for the design of choice environments and interventions. Furthermore, we identify situational influences on this judgment process and find that rendering self-conscious emotions more situationally salient positively impacts self-control decision-making. Regarding the relative weighting of emotions, we obtained evidence for a relative guilt bias and pride neglect under default conditions. Whereas the former two (basic hedonic) emotions are anticipated to dissipate relatively quickly, the latter two (self-conscious) emotions are anticipated to be more long-lived. We identify and theoretically integrate four highly relevant key emotions, pleasure, frustration, guilt, and pride. Building on earlier work, we propose an integrative theoretical model of this judgment process and empirically test its main propositions using a novel procedure to capture and integrate both the intensity and duration of anticipated emotions. When considering whether to enact or not to enact a tempting option, people often anticipate how their choices will make them feel, typically resulting in a “mixed bag” of conflicting emotions.
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