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.
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.
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.
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.
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.
