Too little money or time? Using justifications to maintain a positive image after self‐control failure

Abstract Research has shown that people frequently fail at exerting self‐control. Yet, having good self‐control is essential for being trusted and relied on. In this research, I test which common and frequent excuses for self‐control failures (i.e., resulting from lack of time vs. money) allow people to maintain an image of good self‐control despite failure. In six studies (five pre‐registered), using different types of self‐control domains, I show that participants perceived someone who failed at a resolution to nevertheless have good self‐control if they failed because they lacked money (vs. time) to follow through (Study 1). This effect was due to the mediated (Study 2a) and manipulated (Study 2b) perceived controllability of the excuse. This effect had downstream consequences for participants’ hypothetical and real behaviour toward the individual when their outcomes were interdependent (Studies 3 and 4). Finally, participants lacked insight into these patterns when communicating their own self‐control failures, which they attributed to a lack of time over money (Study 5).