Harnessing the need for immediate gratification: cognitive reconstrual modulates the reward value of temptations

Many of us succumb to temptations, despite knowing that we will later regret doing so. How can such behavior be avoided? In three studies, the authors tested the hypothesis that reconstruing temptation as a test of a valued internal quality ("willpower") would decrease the tendency to succumb by reducing the appeal of the temptation. In Study 1, participants who construed a challenging handgrip task as a test of willpower resisted the temptation to terminate the painful task longer than participants who did not. In Study 2, participants performed a handgrip task twice. Only participants who changed their construal of the task into a test of willpower improved their performance. In Study 3, participants took a timed math test while being tempted by comedy clips. Participants who reconstrued the situation as willpower test compared with participants who did not, (a) enjoyed the videos less, and (b) were better able to resist the tempting videos. These studies demonstrate that cognitive reconstrual can be used to modify reward contingencies, so that succumbing to temptation becomes less appealing, and resisting temptation becomes more appealing.