Together or apart: When goals and temptations complement versus compete.

Abstract

This research examined how the presentation of items related to goals and temptations influences the dynamic of self-regulation, as reflected in evaluation and choice. The authors found that when items, such as healthy and unhealthy foods or academic and leisure activities, are presented together in a unified choice set (e.g., in 1 image) and seem to complement each other, people express a positive evaluation of and a preference for tempting items. Conversely, when the items are presented apart from each other in 2 choice sets (e.g., 2 images) and seem to compete with each other, people express a positive evaluation of and preference for goal items.