"People often do things that they almost immediately regret. Would-be dieters succumb to the lure of forsworn foods, only to curse their weak wills once their hunger (or the food) is gone. Unfaithful spouses live wracked with guilt after an impulsive sexual dalliance, only to repeat the cycle again and again, each time as bewildered as the last by the inconsistency between the strength of their resolve in the company of their families and the crumbling of this resolve in the presence of a willing lover." (Ditto, et al., 2006)Forsworn. Dalliance. These aren't words that get bandied about normally. The paper also sports a comprehensive literature review of "failures of will" dating back to the 4th century BCE and the Aristotelian akrasia, where a person knowingly does something wrong. Economists have also been baffled about our ability to act against our own self-interest, and folks like Larry Winget make a career telling us about it. But why do people behave this way?
The authors of this paper attribute it to Visceral Factors. According to Loewenstein (1996) Visceral Factors are motivational states such as hunger, thirst, pain, and sexual desire. In this paper the authors looked at hunger and sexual desire and how exposure to them led participants to make irrational or impulsive decisions. (Surprised yet?)
Chocolate chiopcookie |
French Kiss |
All of this is great, and as I said I thought the paper has great use of language in science writing. But I'm not so sure that it is just viscera, and not just stronger stimuli. In general Bigger Stimuli = Bigger Response. The response here being desire for the stimuli. What I'm saying is, you want the cookies you smell more because the smell is more stimulating in general, not just because it made your tummy rumble. So in order to control for the impact of the stimuli, you would have to find a way to use the same stimuli but have it effect the viscera of only some participants. I think you could do this with a group of quadriplegic participants, right? I mean they have viscera but they can't sense them. Or maybe easier you could have a hungry and full groups when presented with cookies, but that I think would still be looking at motivation, not viscera exclusively. But hey, I don't have to have the solution, just identify the problem.
Ditto, P., Pizarro, D., Epstein, E., Jacobson, J., & MacDonald, T. (2006). Visceral influences on risk-taking behavior Journal of Behavioral Decision Making, 19 (2), 99-113 DOI: 10.1002/bdm.520