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



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The Willpower Instinct How Self-Control Works, Why It Matters, and What You Can Do To Get More ... ( PDFDrive )

MAGIC WORDS
The problem here is that when we think of food or products in terms of “good” and “bad,” we let a
good feeling take the place of common sense. This allows restaurants and marketers to add 1 percent
virtue to 99 percent vice and make us feel good about ourselves even as we sabotage our long-term
goals. Because we’re already conflicted about our goals (Health! No, pleasure!), we’re happy to be
complicit in this charade.
The SnackWells cookie craze of 1992 is a perfect example of this kind of moral licensing. When
dieters saw the words “Fat Free!” on the outside of the package, it more than canceled out the sin of
the chocolate devil’s food cookies on the inside. People watching their weight irrationally consumed
whole boxfuls of the high-sugar treats, blinded by the light of the fat-free halo (OK, I admit, I was one
of them). Medical researchers dubbed this confusion, and the unintentional weight gain that followed,
the “SnackWell Syndrome.” Nowadays, “fat free” may not have the same effect on jaded dieters, but
we aren’t necessarily any wiser. Recent research suggests that we’ve merely traded old magic words
for new ones. Oreo cookies labeled “organic” are judged to have fewer calories than regular Oreos,
and are perceived as more appropriate to eat every day. Call it a green glow—eating organic is not
just healthy, but the right thing to do for the planet. The environmental friendliness of the cookies
canceled out any nutritional sins. The more pro-environment a person was, the more they
underestimated the calories in the organic cookies and approved of eating them daily—just like the
dieters were most susceptible to the health halo of adding a salad to a burger. The more we care
about a particular virtue, the more vulnerable we are to ignoring how a “virtuous” indulgence might
threaten our long-term goals.
UNDER THE MICROSCOPE: ARE YOU HANDING OUT
HALOS?
Do you give yourself permission to indulge in something by focusing on its most virtuous
quality? Do you have any magic words that give you permission to indulge, like “Buy 1 Get 1
Free,” “All Natural,” “Light,” “Fair Trade,” “Organic,” or “For a Good Cause”? This week, see
if you can catch yourself in the act of handing out a halo to something that undermines your goals.



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