Abstract

Extant evidence suggests that the two self-conscious emotions pride and guilt guide people's behavior in the context of self-control dilemmas. Pride and guilt are both outcomes of and antecedents to how people resolve self-control dilemmas. However, evidence on how pride and guilt motivate individuals to exert self-control is inconsistent. Based on the Expectancy Value Theory, we propose a conceptual framework to predict when and how pride and guilt can lead to increased or decreased self-control. One particularly important factor is the relatedness of the past and focal dilemmas: whether pride or guilt arises from a success or failure to exercise self-control in a domain related or unrelated to a focal self-control dilemma may determine people's motivation to exert self-control.