Counteractive self-control
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Updated: Jun 26, 2026

Irrelevant Stimuli and Action Control: Analyzing the Influence of Ignored Stimuli via the Distractor-Response Binding Paradigm
Published on: May 14, 2014
Kristian Ove R Myrseth1, Ayelet Fishbach, Yaacov Trope
1University of Chicago, Booth School of Business, Chicago, IL 60637, USA. kmyrseth@chicagogsb.edu
Abstract:
We propose a self-control analysis of the role of availability in valuation. We explored the hypothesis that, when temptation becomes available, counteractive self-control processes render it less valuable. We found evidence for devaluation of available temptation among gym users before they choose to forgo an unhealthy snack rather than after they make their choice (Study 1), and among students evaluating leisure activities when their decision to enroll in an uninteresting class is reversible rather than irreversible (Study 2).
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