Abstract: The researches on the impact of decision in self-control conflicts on consumers’ well-being has inconsistent conclusions and unclear mechanisms.  One of the important reasons is that these researches ignored the interaction between consumers' personal characteristics and self-control conflict, lacked systematic analysis of lay rationalism, self-control conflicts, and consumers' well-being.  Across 4 studies, we propose that the effect of decision in self-control conflicts ( self-control versus self-indulgence) on consumers' well-being depends on individual differences in lay rationalism.  This paper found consistent evidence that compared with consumers with low (high) -level lay rationalism, consumers with high (low) -level lay rationalism will have higher positive emotions, satisfaction, and self - development after self - control ( self - indulgence ). Moreover, positive emotions and satisfaction play a different mediating role in the interactive effect between decision in selfcontrol conflicts and lay rationalism on consumers’ well-being.  In addition, when consumers indulge themselves in the condition of injunctive norms, consumers will have lower positive emotions and self - development.  These findings enrich the research contents of self-control conflicts, lay rationalism and consumers' well being, and also provide practical implications for consumers to realize themselves, and provide some enlightenments for enterprises in product recommendation and service recovery.

Key words: lay rationalism , self-control , self-indulgence , positive emotion , self-development