Some consumers are able to exercise great self-control when it comes to their diets while millions of others can’t seem to stop overindulging on unhealthy foods such as cookies and candies. Do the former have more willpower? Or are they simply satisfied more quickly?
In a series of studies, the authors found that consumers who successfully control their diets eat fewer unhealthy foods because they are satisfied sooner. They also found that many consumers with poor self-control were able to establish greater control when they paid close attention to the quantities of unhealthy foods they consumed because simply paying attention made them more quickly satisfied.