When more is less: Self-control strategies are seen as less indicative of self-control than just willpower

People may suppress temptations with pure willpower or use strategies to reduce their pull. In this paper, we examine lay theories about self-control strategy use. A fictional person described as a high self-control individual was seen as more likely to use willpower than strategies (Experiment 1). In four other experiments, targets described as using strategies were perceived as relatively lower in self-control than those using willpower (Experiments 2–5). This difference disappeared for participants who scored high on a scale assessing the belief that strategies are indicative of self-control (Experiment 4) and was reduced for those who were assigned to read an article about self-control strategies rather than about willpower (Experiment 5). Strategy beliefs were also linked to more intentions to use strategies (Experiments 4–5). We conclude that willpower is more central to people's idea of self-control than strategies, and that this lay belief affects person perception and behavioral intentions.