A new study from Northwestern University compared personality types used frequently in consumer research to self-improvement goal-setting strategies. People are motivated by one of two fundamental needs: we are either “promotion-focused,” seeking products that will help us achieve hopes and aspirations, or we are “prevention-focused,” seeking items that help satisfy a need for safety and security. According to the research, people are better able to exercise self-control when they choose goal-pursuit strategies that “fit” with their promotion or prevention focus.

“This research has important implications for consumer welfare,” explain Jiewen Hong and Angela Y. Lee (both of Northwestern) in the February issue of the Journal of Consumer Research. “While self-help remedies are saturating the market, resisting temptations remains a strenuous process and a constant struggle for many people. The data reported in this research offer an important step toward understanding self-control and highlight the benefits of adopting the right goal pursuit strategies.”

“[We] find that when people adopt goal pursuit strategies that fit with their promotion or prevention focus, they have better self-control. In contrast, their self-control is weakened when they adopt goal pursuit strategies that conflict with their focus,” the researchers explain.

They conclude: “Self-control is not just about doing the right things, but also about doing things the right way.”

Jiewen Hong and Angela Y. Lee, “Be Fit and Be Strong: Mastering Self-Regulation through Regulatory Fit.” Journal of Consumer Research: February 2008.