New research shows remembering self-control failures leads to repeat failures

http://www.eurekalert.org/pub_releases/2015-08/bc-nrs080315.php

Public Release: 4-Aug-2015
New research shows remembering self-control failures leads to repeat failures
Findings defy conventional wisdom that our past mistakes lead to better decisions
Boston College

It's been said that "Those who don't know history are doomed to repeat it," but even if you know your own history, that doesn't necessarily help you with self-control. New research published in the Journal of Consumer Psychology shows the effectiveness of memory in improving our everyday self-control decisions depends on what we recall and how easily it comes to mind.

"Despite the common belief that remembering our mistakes will help us make better decisions in the present," says the study's lead author, Hristina Nikolova, Ph.D., an assistant professor of Marketing in the Carroll School of Management at Boston College, "we actually find that thinking about our failures at self-control leads us to repeat them and indulge in the present, so it's not helpful at all.

"For example, people often think that remembering the last time when they didn't hesitate to enjoy eating the delicious, 2,000 calorie chocolate cake will help them resist the delicious dessert menu and go for some fruits instead. However, our findings reveal that remembering such self-control failures would lead people to indulge again in the present."

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