Self-control, self-regulation, and consumer wellbeing: A life history perspective

This review synthesizes recent research on consumer selfcontrol, self-regulation, and wellbeing using a perspective rooted in evolutionary theorizing-the notion of Life History Strategies (LHSs), derived from Life History Theory. We discuss both correlational and experimental research that has informed our understanding about how individual differences in LHSs may shape the 'self-regulatory toolkit' and how this, in turn, affects downstream consequences for consumer health and wellbeing. We also offer a counterpoint to the prevailing notion that fast LHSs mostly have negative, and slow LHSs positive consequences and we highlight promising future avenues to boost fast LHS consumers' self-control.