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We develop a theory of self-regulation based on goal setting for an agent with present-biased preferences. Preferences are assumed to be reference-dependent and exhibit loss aversion, as in prospect theory. The reference point is determined endogenously as an optimal self-sustaining goal. The interaction between hyperbolic discounting and loss aversion makes goals a credible and effective instrument for self-regulation. This is an entirely internal commitment device that does not rely on reputation building. We show that in some cases it is optimal to engage in indulgent behavior, and sometimes it is optimal to set seemingly dysfunctional goals. Finally, we derive a condition under which proximal (short term) goals are better than distal (long term) goals. Our results provide an implicit evolutionary rationale for the existence of loss aversion as a means of self-control.

Self-administered rewards are ubiquitous. They serve as incentives for personal accomplishments and are widely recommended to increase personal motivation. We show that in a model with time-inconsistent and reference-dependent preferences, selfrewards can be a credible and effective tool to overcome self-control problems. We also characterize the type of self-rewards that can be used, such as vice goods and virtue goods, and analyze which types of goods will be preferred by the individual.JEL Classification: D03, D81, D91

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Several studies show that social image concerns stimulate pro-social behavior. We study a setting in which there is uncertainty about which action is pro-social. Then, the quest for a better social image can potentially conflict with genuinely pro-social behavior. This conflict can induce \bad" behavior, where people lower both their own and others' material payoffs to preserve a good image. This setting is relevant for various types of credence goods. For example, recommending an inexpensive treatment reduces the expert's profits and may not satisfy the true needs of the client, but is generally good for the expert's image (as it signals the lack of greed). We test experimentally if people start to act bad in order to look good. We find that people care about their social image, but social image concerns alone do not induce them to act bad. That is, without future interactions, social image concerns do not lead to bad behavior. However, with future interactions, where building up a good image has instrumental value (reputational concerns), we do find evidence of bad behavior in the short run to secure higher earnings in the long run.