The Power of Restricted Temptation with Ian Ayres

Resisting a temptation may make it easier to stick to your goals. The act of foregoing a tempting offer is a sunk opportunity cost. Sunk opportunity costs, like sunk costs, can causally affect subsequent behavior. Resisting temptation to quit the gym or to quit your job might keep you engaged in those activities longer than if you had not been tempted. Tempting you not to quit smoking may help you quit.