What chocolate teaches us about behavioural science

It’s World Chocolate Day! If you feel like treating yourself, go for it in the name of behavioural science. Indulging might be better than forcing yourself to resist the temptation, and here’s why:

In a research study, participants were gathered in a room that smelled of freshly baked chocolate cookies and filled with chocolate desserts. One group was allowed to indulge, whilst another was given radishes to eat instead. Afterwards, both groups were asked to complete a persistence-testing puzzle.

Guess what? The group that ate radishes put significantly less effort in attempting the puzzle. They had already exerted all their willpower from resisting the chocolate right before their eyes. Or in Kahneman’s terminology, the radish eaters were forced into ‘System 2’ thinking to control their chocolate cravings – and therefore they were less capable of completing the mentally taxing puzzle.

Think about the times where we know what we should do but somehow find it difficult to do the ‘right’ thing. Whether it’s not having that extra piece of cake or skipping the beer with lunch, our brains get tired trying to make the best decision.

That’s why BeSci is so important; it gives us a framework to develop nudges for when our brains are not at their best. This could be as simple as:

• Clear health sign-posting on food/ beverage packaging and in restaurants
• Putting your running gear out the night before
• An SMS reminder to take a pill

What does your brain need help with?

Check out our previous articles for inspiration to build nudges in your life.

Baumeister, R. F., Bratslavsky, E., Muraven, M., & Tice, D. M. (1998). Ego depletion: Is the active self a limited resource? Journal of Personality and Social Psychology, 74(5), 1252-1265.

Kahneman, D. (2011). Thinking, fast and slow. Macmillan.