A chapter to appear in "self control in brain mind and society", R. R., Hassin, Y. Trope, & K.Ochsner (Eds.), Oxford University Press.
2People rarely desire one thing at a time. Rather, the process of goal pursuit involves constantly prioritizing the many goals that a person wishes to pursue and resolving goal conflicts (e.g., navigating career, leisure, and family activities). In this chapter we focus on a specific type of goal conflict: the self-control dilemma. People face a self-control dilemma whenever the attainment of a high-order goal would come at the expense of a low-order, yet alluring temptation (Ainslie, 1992;Baumeister, Heatherton, & Tice, 1994;Loewenstein, 1996;Metcalfe & Mischel, 1999;Rachlin, 2000;Thaler & Shefrin, 1981). For example, a dieter's desire to finish a meal with a sweet dessert may not coincide with his desire to maintain a low-fat diet; a saver's wish to get the new gadget in stores may interfere with her saving plans; and a student's urge to procrastinate may not allow him to complete his assignments on time. Whenever these individuals contemplate the conflicting motives (i.e., goal vs. temptation), they experience a selfcontrol dilemma. In response to self-control dilemmas, people exercise self control to facilitate the attainment of the more important goal (Ainslie, 2001;Baumeister & Vohs, 2004;Gollwitzer & Moskowitz, 1996;Mischel, Shoda, & Rodriguez, 1989;Rachlin, 2000).Goals and temptations are both motivational states but they have different status. Highorder motives (or "goals") serve central interests that are more important in the long-run, and low-order motives (or "temptations") serve peripheral interests that are beneficial in the shortterm. In this view, self-control is a tool for pursuing goals that are given high priority in a person's subjective goal hierarchy. Thus, the processes of goal setting (determining the goal hierarchy) do not require self control. In addition, self control is rarely a goal in itself, in the sense that people do not have a goal to exercise self control. Instead, self control is an 3 instrumental response that improves goal striving when high-order goals are in conflict with loworder temptations.Self-control problems are common and have a long history in human conduct and thought. Self-control problems have been documented and studied in philosophy, religion, and more recently in the social sciences, by researchers in economics (e.g., Becker, 1960;O'Donoghue & Rabin, 2000;Thaler & Shefrin, 1981), political science (e.g., Elster, 1977;Schelling, 1984), and psychology (e.g., Ainslie, 2001;Baumeister & Vohs, 2004;Rachlin, 2000). In light of this rich history and the various perspectives presented in this volume, the purpose of the current chapter is to shed light on the processes of self control from a structural point of view, proposed by counteractive control theory (Fishbach & Trope, 2005; Fishbach & Trope, 2007;Trope & Fishbach, 2000.Counteractive control theory addresses the process by which people proactively counteract the threat that tem...