| Summary: | This study directly tested implications of motivation intensity theory on effort to restrain against a behavioral urge or impulse (i.e. restraint intensity). Two factors were manipulated—magnitude of an urge and the importance of successfully resisting it—with cardiovascular (CV) responses related to active coping measured. Male and female undergraduate students were presented with a mildly- or strongly evocative film clip with instructions to refrain from showing any facial response. Success was made more or less important through coordinated manipulations of outcome expectancy, ego-involvement, and performance assessment. As expected, systolic blood pressure responses assessed during the performance period were proportional to the evocativeness of the clip when importance was high, but low regardless of evocativeness when importance was low. These findings support a new conceptual analysis concerned with the determinants and CV correlates of restraint intensity. Implications of the study and associations with current self-regulatory literature are discussed.
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