Buy the latest electronic gizmo du jour, or use that money
to fix a leaky roof? Go out with friends, or stay home to catch-up on work to
meet that looming deadline? And after you've finished that big project, do you
treat yourself to a slice of chocolate cake or settle for a piece of fruit?
These are the kind of self-control dilemmas that people face
all the time. And according to research from a University of Illinois expert in
new product development and marketing, self-focus plays an important role in
how consumers make decisions.