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Consumer Self-Control and the
Biological Sciences:
Implications for Marketing
Stakeholders
Zheng and Alba (2021)
Lay vs. Biological Views of Self-Control
The General Public’s View
Failures of willpower are often attributable to a weakn...
How do the general public view self-control?
• The general public’s view…
• diverges from the biological view.
• is rooted...
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