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Temptation Yardstick: Out of sight - Out of mind - Out of mouth!

by Medindia Content Team on February 16, 2006 at 7:18 PM
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Temptation Yardstick: Out of sight -  Out of mind - Out of mouth!

The best way to resist temptation is to yield to it! Cornell University Researchers, piqued by the pull of Temptation, sought to delve into the temptation factor and probably reveal ways to fight it. Irresistible candies, Hershey kisses were used as baits for the study.

It was found that, women could not resist Hershey kisses candies, the pull of temptation being twice more at arm's distance. Women were able to resist temptation better when the same candies were kept in opaque jars or at a distance 6 feet away.

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Brian Wansink, the John S. Dyson Professor of Marketing and of Applied Economics at Cornell said 'Interestingly, however, we found that participants consistently underestimated their intake of the candies on their desks yet overestimated how much they ate when the candies were farther away,'

The International Journal of Obesity is due to publish the findings in its February issue. The online edition is presently carrying an article on these findings.
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The researchers tested 40 university women and faculty, by subjecting them to 30 Candies at reach, in opaque jars and at a distance away from them. The observations were recorded along with the candy count at the end of the day. Later the jar was refilled.

Not surprisingly, the participants ate fewer candies when the Kisses were in opaque rather than clear candy jars on their desks and even fewer when the opaque jars were six feet away from their desks, Wansink said. The less visible and less convenient the candy, the less people thought about it and were tempted.

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