Posted on 28/03/08
The economics of self-control
A dozen years ago, Florida-based psychologist Roy Baumeister started a series of experiments on self-control. A typical one went like this: Hungry subjects were presented with a bowl of radishes and a plate of freshly baked cookies. Baumeister instructed some of the subjects to help themselves to as many cookies as they wanted; the rest were told they could only nibble on the radishes. After a while, each subject was given a series of geometric puzzles to solve--not knowing, of course, that they were unsolvable.
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