Avoiding temptation is imperative to maintaining self-control
Jump to full article: EurekAlert, 2009-08-16
Intro: Whether it's highlighted in major news headlines about Argentinean affairs and Ponzi schemes, or in personal battles with obesity and drug addiction, individuals regularly succumb to greed, lust and self-destructive behaviors. New research from the Kellogg School of Management examines why this is the case, and demonstrates that individuals believe they have more restraint than they actually possess--ultimately leading to poor decision-making.
The study, led by Loran Nordgren, senior lecturer of management and organizations at the Kellogg School, examined how an individual's belief in his/her ability to control impulses such as greed, drug craving and sexual arousal influenced responses to temptation. . . .
In developing their case, the study's authors cited previous research demonstrating that people often have difficulty appreciating the power of impulsive states. People in a "cold state" (not experiencing hunger, anger, sexual arousal, etc.) tend to underestimate how a "hot," impulsive state will influence their behavior. To expand upon these findings, the study authors set out to test whether:
* People in a cold, non-impulsive state will overestimate their ability to control impulses
* People in a hot, impulsive state will have a more realistic view of their capacity for impulse control
* People who perceive they have a high capacity for impulse control will expose themselves to more temptation and will ultimately exhibit more impulsive behavior
To test their hypotheses, the researchers conducted four experiments focusing on hunger, addiction and mental fatigue. Each experiment resulted in significant "restraint bias."
For example, one experiment focused on cigarette addiction found those who overestimated their capacity for self-control were much more likely to smoke a cigarette after simply watching a movie about smoking. Another experiment centered on hunger. Results found a satiated group was significantly less likely to return snacks than a hungry group who limited their temptation by choosing less appealing snacks.
"A system which assumes people will control themselves is going to fall prey to this restraint bias; we expose ourselves to more temptation than is wise, and subsequently we have millions of people suffering with obesity, addictions and other unhealthy lifestyles," said Nordgren. "And, while our study focused on personal behaviors like smoking and eating, it is easy to apply our findings to a broader context. Understanding the power of temptation, you might also ask about the extent to which we need oversight or regulatory guidelines for business and political leaders."
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