Temptation-Based Reasoning: When Tempted, Everything Becomes a (Better) Reason to Indulge

Abstract

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Influences of past moral behavior on future behavior: A review of sequential moral behavior studies using meta-analytic techniques.

“…Van de Ven et al (2018) have suggested an alternative explanation of moral licensing that may partially explain some of the results observed in our analyses. They argue that moral licensing may represent a form of motivated reasoning, in which people draw on their prior good deeds to justify indulging in a tempting, but morally problematic, behavior.…”

When organic products are tasty: Taste inferences from an Organic = Healthy Association

“…However, we believe that this increased consumption has nothing to do with inferred tastiness and increased attractiveness of the unhealthy organic food. In line with the observation that any reason may become a good reason to indulge when the indulgence is tempting (van de Ven, Blanken, & Zeelenberg, 2018), Schuldt and Schwarz (2010) point out that the organic label gives people an excuse to eat more of the tempting unhealthy food. Thus, in this case increased consumption is not a result of increased tastiness or attractiveness.…”

When dessert comes close: The effects of anticipating indulgent consumption and dietary restraint on healthy food preference at restaurants

“…Although indulgent consumption produces guilt ( Giner-Sorolla, 2001 ), justifications can reduce guilt associated with indulgence ( Khan and Dhar, 2007 ), thus contributing to augmented indulgent consumption. Moreover, as temptations increase, so do justifications ( van de Ven et al, 2018 ). Likewise, when anticipating eating indulgent food, which is an obvious temptation to restrained eaters ( Fujita et al, 2018 ), restrained eaters might become motivated to reason that deviating from their restraint goal temporarily (e.g., “It’s a cheating day”) is permissible.…”