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The Bigger the Threat- The Lesser the Caloric Treat
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 complimentary gift for participation and half were not.
The results showed that consumers with a strong dieting goal construed the cookie as having more calories and being more damaging to the attainment of their long-term goal of losing weight.
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