Delay of Gratification as Reputation Management

Although delay-of-gratification tasks have long been used as measures of self-control, recent evidence suggests that performance on these tasks is also driven by rational decision processes. The present research examined whether the effects of rational decision processes extend beyond costs and benefits embedded in the task itself to include anticipated consequences for the child’s reputation. Across two studies, 3- and 4-year-olds from China (N = 273) were assigned to a standard delay-of-gratification condition or to a reputation condition in which they were told that their teacher or a peer would find out how long they had waited. Children waited longer in the reputation conditions and longer in the teacher condition than in the peer condition. This is the first evidence that children’s performance on a delay-of-gratification task is sensitive to reputational concerns and to the identity of potential evaluators of their behavior.