Short-Term Cost Underestimation--An Implicit Self-Control Strategy

People will face a self-control dilemma when they perceive a conflict between the short-term costs and long-term interests. The short-term costs are inclined to be underestimated by subjects whose long-term goals are activated. Students of Zhejiang University were measured by three self-control dilemma scenario questionnaires to explore the features of short-term cost underestimation.By the results of our research, it seems that the short-term costs underestimation is influenced by two factors. First of all, the cost estimation is moderated by subjective importance of the goal. The higher the value, the lower the estimation. Secondly, the effect of short-term outcomes on devaluation is nonmonotonic. As the valence of short-term costs increases, devaluation would also expand. However, the valence of short-term costs might reach a level beyond which the subjects may feel unable to resist the influences, and underestimation will decrease. Moderate costs elicit a relatively high level of devaluation.Path analysis shows that nonmonotonic effect of cost on the goal-related intention is mediated by short-term cost estimation. Particularly, for those people who get higher scores in the Trait Self-Control Scale, the mediator effect is significant. But this effect has not shown up in the low trait self-control subjects.In conclusion, the characteristics of short-term cost estimation compare well with data from the Counteractive Self Control Theory, so we infer that the devaluation of cost is a kind of self-control strategy. Furthermore, the cost underestimation phenomenon shows up under condition of goal activation, and none of the subjects realized it. Above all, we suspect that the short-term cost underestimation is an implicit self-control strategy.