This series of studies examined the effect of temptation strength on self-regulation processes in the context of eating behavior. Based on the critical level model, it was hypothesized that weak, rather than strong, temptations yield the most unfavorable conditions for effective self-regulation, because the negative consequences of the former are underestimated. In line with the assumptions of this model, Studies 1 and 2 showed that weak temptations inhibited the mental accessibility of theweight watching goal, in contrast to strong temptations. Study 3 showed that exposure to weak temptations lead to higher consumption in comparison to exposure to strong temptations. It is concluded that weak temptations, as compared to strong temptations, have an inhibiting effect on self-regulation processes and may therefore form a bigger threat for long-term goal attainment. Copyright # 2010 John Wiley & Sons, Ltd. Having to choose between short-term allurements or long-term benefits is a classic self-control dilemma. The experience of a dilemma as such is represented by temptation, comprising an immediate pleasure that is in conflict with a long-term goal: On the one hand, you would love to eat that delicious apple pie, but on the other hand you know it would be in conflict with your weightwatching goal. In order to deal with temptations andto be abletopursuelong-termgoals,peopleneedtoregulateorcontrol their behavior. In the current paper, it is proposed that temptation strength is an important factor in relation to self-regulation. The influence of temptations on self-regulation processes is not straightforward, with different perspectives prevailing in the literature. Following from the idea of a conflict between immediate pleasure versus rationally known longterm benefits, a distinction between affective and cognitive processes playing a role in people’s response to tempting stimuli has been proposed. It has been assumed that the default responseto temptation ismostlyimpulsiveand drivenbyaffect (i.e., giving in to the short-term pleasure), and that in order to give the long-term goal a chance to overrule this impulse, conscious cognitive processes are required (e.g., Metcalfe & Mischel, 1999). The use of the cognitive system, however, can be undermined when cognitive capacity is reduced because of, for example, coping with emotional distress (Tice, Bratslavsky, & Baumeister, 2001), alcohol use (Hofmann & Friese, 2008), or when under cognitive load (e.g., Shiv & Fedorikhin, 1999; Ward & Mann, 2000). As a consequence, if affective processes have room to put a heavier weight on the decisional balance, people are more likely to give in to temptation (Shiv & Fedorikhin, 1999). Therefore, the presence of temptation appears to undermine goal attainment. At the same time, recent research has suggested that temptations may in fact be helpful from a self-regulation perspective, adaptively triggering cognitive, and behavioral processes congruent with the long-term goal. Importantly, the activation of the long-term goal could occur automatically, not requiring deliberate thought or cognitive effort. For example, Fishbach, Friedman, and Kruglanski (2003) have shown that, outside of participants’ awareness, presentations of temptations could enhance the mental accessibility of the long-term goal. Moreover, the activation of the long-term goal in turn led to goal-directed behavior, resulting in healthier food choices among people who were exposed to temptation than among participants in the control condition (Fishbach et al., 2003; Kroese, Evers, & De Ridder, 2009). In a similar vein, Fishbach and Shah (2006) found that people tend to have implicit dispositions to approach goals and avoid temptations, again pointing toward a low-effort, adaptive self-regulation mechanism. This suggests that temptations do not always have negative effects on the activation of self-regulation processes. The phenomenon of temptations directly triggering defensive mechanisms would be very adaptive and has been found to be related to self-control success (Fishbach et al., 2003; Papies, Stroebe, & Aarts, 2008). The apparent discrepancy between the theoretical views described above renders it useful to search for moderating factors that might bring about a more comprehensive understanding of the processes at hand. It seems likely that under certain circumstances temptations can indeed automatically trigger self-regulation processes, while other circumstances are less facilitating and require more conscious attention to avoid indulgence. Although a number of studies
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