When most people hear "self-control," they think about denial. For most of us, having self-control means denying ourselves pleasurable things — a piece of cake, a new pair of shoes, or yet another episode in a Netflix binge. But as an international team of marketing researchers points out, that reasoning isn't quite right. It's not a loss of self-control if you don't think you'll regret it afterward.
Have Your Cake and Eat It Too
You Do You
Written by Kelsey Donk November 25, 2019
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