When family is less indulging: effect of family motivation on self-control behavior

Purpose Family cues are widely used in interactive marketing because they appeal to a broad demographic, engaging consumers across different ages and life stages. This research aims to investigate whether and how family motivation, induced by exposure to family-related cues in marketing, influences consumers’ self-control behavior. Design/methodology/approach Seven studies – including one field experiment, five online experiments and one study analyzing secondary data – robustly support the hypothesis that family motivation enhances self-control by fostering a stronger future orientation. The main effect was tested through both field and online experiments. The mediating role of future orientation was explored using measured mediation as well as a process-manipulation approach. Additionally, we identified a boundary condition for this effect. Finally, real-world evidence for the proposed relationship was demonstrated through an analysis of secondary data from a large-scale, nationwide general social survey. Findings This research shows that family motivation enhances future orientation, which in turn promotes self-control. Furthermore, this relationship is moderated by a live-in-the-moment belief. Practical implications Marketing appeals emphasizing family should be directed toward services and products that are not seen as indulgent. Furthermore, we provide policymakers with a simpler alternative to traditional long-term self-control training by promoting self-control behavior through the activation of family motivation. Originality/value To the best of our knowledge, this research is the first to examine the impact of family motivation on consumer behavior. We also contribute to the self-control literature by identifying a new antecedent to self-control.