Counteractive self-control: When making temptation available makes temptation less tempting

Kristian Ove R Myrseth, Ayelet Fishbach, Yaacov Trope

Research output: Contribution to journalArticle


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).

Original languageEnglish (US)
Pages (from-to)159-163
Number of pages5
JournalPsychological Science
Issue number2
StatePublished - Feb 1 2009


ASJC Scopus subject areas

  • Psychology(all)

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