Self-Talk and Goal Behavior: "I Don't" vs. "I Can't"

Introduction

In "'I Don't' versus 'I Can't,'" Patrick and Hagtvedt (2012) explore a single dimension of self-talk — namely, how people phrase refusals. The implications of the investigation are to show how self-talk may influence goal-directed behaviors. Moreover, the research falls within the provinces of cognitive and linguistic sciences, particularly with regard to semantic framing. The authors also point out that the results of this and similar studies on the role of self-talk in moderating behavior might be relevant to marketers. The Patrick and Hagtvedt (2012) study is fundamentally about how language impacts self-talk as well as behavior; the study therefore reflects the theories and ethical principles of cognitive psychology.

The Whorf Hypothesis and Linguistic Framing

One of the foundational principles guiding the Patrick and Hagtvedt (2012) research is the Whorf hypothesis, which is central to the field of linguistics. Essentially, the Whorf hypothesis suggests that language actually frames reality, potentially more than the other way around. A review of literature also grounded in the Whorf hypothesis shows that language influences perceptions, persuasion, perception of time, and health-seeking behaviors (Patrick & Hagtvedt, 2012, p. 372). How a topic is framed in verbal or written media might, for example, influence how a reader or listener comprehends and later responds to the information.

Based on prior research, the authors hypothesize that self-talk using the term "I don't" will signify an "entrenched attitude rather than a temporary situation," which in turn conveys a sense of personal power and control over one's behavior (Patrick & Hagtvedt, 2012, p. 372). Likewise, the authors hypothesize that the phrase "I can't" connotes an "external focus," or a sense of powerlessness similar to a type of learned helplessness (Patrick & Hagtvedt, 2012, p. 372). In fact, the Patrick and Hagtvedt (2012) study parallels a study mentioned by Newman (2016) describing the way language — especially word choice — can signal that a person is being dishonest (p. 11).

Cognitive Psychology and Applied Implications

The Patrick and Hagtvedt (2012) article falls under the rubric of cognitive psychology, which refers to "the study of internal mental processes, including the ways that people think, learn, remember, speak, [and] perceive" (Newman, 2016, p. 4). Cognitive psychology is concerned with how an individual's thoughts or beliefs impact behaviors, social interactions, and perceptions of self and others. Moreover, Patrick and Hagtvedt (2012) point out the many applied psychology benefits for health psychology as well as industrial-organizational psychology (Newman, 2016, p. 6). For example, the authors show how self-talk can lead to distinct choices regarding health and lifestyle decisions. Self-talk may also influence issues like employee motivation and may therefore be of practical use to human resources managers (Patrick & Hagtvedt, 2012, p. 9).

Conclusion

The Patrick and Hagtvedt (2012) study conforms to the ethical principles of social science research and falls under the rubric of cognitive psychology. In this study, the researchers examine the ways self-talk can influence health-seeking behaviors and other goal-directed behaviors. Saying "I can't" is fundamentally different from saying "I don't," the latter of which signals a sense of permanence and an internal locus of control.