The Willpower Instinct: How Self-Control Works, Why It Matters, and What You Can Do To Get More of It

WILLPOWER EXPERIMENT: ACCEPT THOSE CRAVINGS
—JUST DON’T ACT ON THEM
In the Hershey’s Kisses study, students who learned about the white-bear rebound effect were
given the following four-step advice for handling their cravings. This week, try applying this
advice to your own most challenging cravings, be they chocolate, cappuccinos, or checking e-
mail.
1. Notice that you are thinking about your temptation or feeling a craving.
2. Accept the thought or feeling without trying to immediately distract yourself or argue
with it. Remind yourself of the white-bear rebound effect.
3. Step back by realizing that thoughts and feelings aren’t always under your control, but
you can choose whether to act on them.
4. Remember your goal. Remind yourself of whatever your commitment is, as the students
reminded themselves of their agreement not to eat the Hershey’s Kisses.

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A CHOCOHOLIC TAKES INSPIRATION FROM HERSHEY’S KISSES
Caroline was grateful to have a strategy against constant exposure to chocolate. In her office, it was
common custom to have a candy bowl on your desk. Caroline didn’t keep one on her desk, but she
couldn’t visit anyone else without facing temptation. It was a constant source of stress—would she or
wouldn’t she? If she took one piece, would she find some pretense to sneak back for another? It had
gotten to the point where she would e-mail or call a coworker who was less than fifty feet away, just
to avoid a fully stocked bowl of temptation. The week after we discussed the Hershey’s Kiss study, I
got an excited e-mail from Caroline. She told me that just thinking about the study had given her
newfound self-control. She could look right at the chocolates on a coworker’s desk, even lean down
and inhale the scent, and not give in. Her coworkers would pop another piece of candy and sigh about
how little willpower they had. In contrast, Caroline couldn’t believe how much willpower she had.
She didn’t know if it was accepting her cravings, or just thinking about those students carrying around
their boxes of Hershey’s Kisses, that was boosting her willpower—but either way, she was thrilled.
Students often tell me that bringing a specific study to mind—even imagining the participants
in the study—gives them greater self-control. If a study stands out to you, bring it to mind in
tempting situations.

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