Consciously increasing tension in a muscle can help people carry out unpleasant tasks and avoid unhealthful foods.

Firming one’s muscles [e.g., clench fist, contract calves, tense bicep] can help firm willpower and firmed willpower mediates people’s ability to withstand immediate pain, overcome tempting food, consume unpleasant medicines, and attend to immediately disturbing but essential information, provided doing so is seen as providing long term benefits.

From Firm Muscles to Firm Willpower:
Understanding the Role of
Embodied Cognition in Self-Regulation
Journal of Consumer Research 2010

–IRIS W. HUNG
University of Singapore

–APARNA A. LABROO
Booth School of Business University of Chicago

 




Tony Mayo
Privacy Overview

This website uses cookies so that we can provide you with the best user experience possible. Cookie information is stored in your browser and performs functions such as recognising you when you return to our website and helping our team to understand which sections of the website you find most interesting and useful.