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.