Examples

Mary's father offers her a trip to Disneyland if she earns good grades during the coming year. To earn the prize, Mary must exercise self-control, forgoing activities that she otherwise would love and engaging in activities that are not necessarily fun but will help her do well in school. She may need to cut back on soccer practice in order to spend more time on homework, and may find it necessary to spend some afternoons studying rather than playing with friends. This self-control problem will be less difficult if she places considerably greater value on the trip to Disneyland than on the alternative activities that she must forgo, and to the degree that she can count on her father to deliver on his promise if she indeed earns good grades.

John's cholesterol level is dangerously high. His wife promises to buy him a Jaguar if he radically changes his eating habits and lowers his cholesterol level. To obtain the Jaguar (and avoid the risk of serious health problems), John must carefully plan and prepare meals, forgo the convenience of fast food, and inhibit the impulse to eat many of his favorite foods. He is more likely to be successful if he develops strong intentions to engage in health-related behaviors and identifies strategies to forgo temptation. He may find it helpful to distract himself, bringing to mind “cool” thoughts about high cholesterol foods (“french fries look like a stack of lumber”) and inhibiting “hot” thoughts (“french fries are crispy, salty, and delicious”).