Managing Temptation

Here’s a useful angle on the age-old problem of doing “bad” things when we know we “shouldn’t”.

For example, let’s say I have an impulse to eat that chocolate brownie over there. I know I promised myself I wouldn’t, but surely just the one won’t hurt.

The problem is that there is a module in my brain that is motivated for quick gratification. The module has been good for the species (as in, take it now in case I can't have it later). This module is likely to rule the day (in my case, at least).

However, there’s another module in my brain that argues from a somewhat more long-term, or big-picture, orientation: Getting fat from brownies has many undesirable consequences. Basically, some big part of me prefers not to eat brownies.

These two modules, the visceral “eat it now” disposition, and the long-term-rational preference not to, actually come from different parts of the brain. Presumably the challenge is to help the longer-term thinker win.

According to cognitive scientists, if I truly want this thinker to win, I can use language to my advantage. Doing so won’t guarantee I’ll be able to override my impulses, but it will at least give me a fighting chance.

First, package up all the smart things you’re going to do in order to reach your long-term goal (e.g., abstain from buying brownies, eating brownies at work, and eating them at restaurants and other people's homes). Then, use the package to equip yourself with a counter argument for when temptation hits you and you say rational-but-simplistic things like “just one won’t hurt.”

Keith Stanovich, Canada Research Chair of Applied Cognitive Science at the University of Toronto, suggests, for example, “’Having a brownie today stands for having a brownie on every day of the future’. This rule makes it clear that having the brownie today totally thwarts our preeminent goal of dieting. If I have a brownie—even this one—my whole weight loss plan is threatened.”

What I like most about this approach is the notion of creating a representation. I am a big believer in the idea put forth by Piero Ferrucci that our consciousness takes the form of whatever is in front of it. The rule or package gives me a form to identify with, something to hold onto. When tempted, I can hook onto the rule—become the rule, in some sense. Rather than being a brownie eater, I can be a brownie abstainer.

Or a slow driver. Or a person who stands up for his rights. Or a committed marriage partner. Or a non-drinker on weekdays.