讲座：The Effect of Future Focus on Self-Control is Moderated by Self-Efficacy
题 目： The Effect of Future Focus on Self-Control is Moderated by Self-Efficacy
讲座嘉宾：Frank May， the Assistant Professor of Marketing and the Mary F. McVay & Theodore R. Rosenberg Junior Faculty Fellow at the Pamplin College of Business, Virginia Tech
地 点：上海交通大学 徐汇校区包图A303教室
This research demonstrates the effect of future focus on self-control, which is moderated by self-efficacy. The results of five studies show that for those high (low) in self efficacy, focusing on the future leads to decreased (increased) self-control. This occurs due to perceptions of how harmful vice options are. Future focus causes those high in self-efficacy to visualize successful coping behavior, which in turn makes vice options appear less harmful. Conversely, future focus causes those low in self-efficacy to visualize goal failure, which in turn makes vice options appear more harmful. Contributions emerge for the literatures on self-control, temporal focus, and self-efficacy.
Frank May is Assistant Professor of Marketing and the Mary F. McVay & Theodore R. Rosenberg Junior Faculty Fellow at the Pamplin College of Business, Virginia Tech. Frank received his Bachelors degree from New Jersey City University in Finance in 2006 and his MBA from the University of Minnesota in 2010. He obtained his Doctoral degree in Marketing from the University of South Carolina in 2014.
Frank investigates factors that influence consumer decision making. More specifically, he focuses on the topics of time and self-control. In much of his work, he combines these topics in exploring how variables pertaining to time influence self-control decisions. In doing so, he contributes to a number of literatures including those on intertemporal choice, goals, wage rates, anthropomorphism, impulsivity, and others.
Frank’s research has been published in the Journal of Consumer Research, the Journal of Experimental Social Psychology, and the Review of Marketing Research. In addition, his research has been featured in various news outlets, such as the Chicago Tribune, HuffPost, nymag.com, Pulse of the Planet, and others. Additionally, he has won the Pamplin College of Business Annual Faculty Award for Excellence in Research in both 2017 and 2018.