Grapes of Wrath: How Self Control Leads to Anger

Does making a healthy food choice make us angry? In an important piece of consumer research, a relationship is found to exist between exerting self-control, and a preference toward ‘themes of anger’ in e.g. entertainment. This mismatch – getting irritated by our own self-control – has far-reaching implications for marketers and policy-makers as we try to further understand consumer behaviour.