Can’t resist those tempting cookies? Well, that means you don’t consider those sweet temptations as big a threat as you should be, according to a new study. Researchers at University of Texas at Austin found that your ability to resist that temptation depends on how a big a threat you perceive it to be. Authors Ying Zhang, Szu-Chi Huang and Susan M. Broniarczyk studied techniques that enable us to resist food and other temptations. "Four experiments show that when consumers encounter temptations that conflict with their long-term goals, one self-control mechanism is to exaggerate the negativity of the temptation as a way to resist, a process we call counteractive construal," wrote the researchers. For example, in one study, female participants were asked to estimate the calories in a cookie. Half the participants were told that they have the option of receiving the cookie as a complim...
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