They found that people with low self-control are more concerned if they are told their probability of contracting heart disease is twice as high rather than if they are told the consequences of heart disease are twice as bad as previously thought. And through a series of experiments, they found that those with low self-control focus more on the probability and pay less heed to the consequences.įor a real-life example, the researchers quizzed people on their health. Jia, and former Stanford GSB graduate student Ab Litt, describes how people perceive risk in two main ways: the probability that something bad will happen, and the consequences of those negative outcomes. The research, by Stanford GSB associate professor of marketing Uzma Khan, University of Hong Kong’s Jayson S. In a new study, researchers from Stanford and the University of Hong Kong found that people with low self-control look at consequences differently than those with higher self-control. But what is the connection between self-control and risk? Are people with low self-control simply unable to stop themselves from risky behavior? Why is it that some people smoke, despite the clear link between smoking and lung cancer? Why do others decide to drive after they’ve had too many cocktails?Īcademic research has long shown that people with low self-control engage in riskier behaviors than do those with higher self-control. So why do some of us still light up? | Reuters/Andrew Innerarity We know smoking is harmful to our health.
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