TY - JOUR
T1 - Counteractive self-control
T2 - When making temptation available makes temptation less tempting
AU - Myrseth, Kristian Ove R
AU - Fishbach, Ayelet
AU - Trope, Yaacov
PY - 2009/2
Y1 - 2009/2
N2 - We propose a self-control analysis of the role of availability in valuation. We explored the hypothesis that, when temptation becomes available, counteractive self-control processes render it less valuable. We found evidence for devaluation of available temptation among gym users before they choose to forgo an unhealthy snack rather than after they make their choice (Study 1), and among students evaluating leisure activities when their decision to enroll in an uninteresting class is reversible rather than irreversible (Study 2).
AB - We propose a self-control analysis of the role of availability in valuation. We explored the hypothesis that, when temptation becomes available, counteractive self-control processes render it less valuable. We found evidence for devaluation of available temptation among gym users before they choose to forgo an unhealthy snack rather than after they make their choice (Study 1), and among students evaluating leisure activities when their decision to enroll in an uninteresting class is reversible rather than irreversible (Study 2).
UR - http://www.scopus.com/inward/record.url?scp=59349094140&partnerID=8YFLogxK
UR - http://www.scopus.com/inward/citedby.url?scp=59349094140&partnerID=8YFLogxK
U2 - 10.1111/j.1467-9280.2009.02268.x
DO - 10.1111/j.1467-9280.2009.02268.x
M3 - Article
C2 - 19170939
AN - SCOPUS:59349094140
SN - 0956-7976
VL - 20
SP - 159
EP - 163
JO - Psychological Science
JF - Psychological Science
IS - 2
ER -