Counteractive Self-Control Theory

Counteractive self-control theory suggests when faced with temptation, we actively downplay the attractiveness of the immediate reward to mentally achieve our desired outcome. It requires focusing on the big picture and its benefits. This theory highlights the importance of perceived conflict between a short-term desire and a long-term goal to trigger self-control mechanisms. Effectiveness depends on the value we place on the long-term goal. Counteractive self-control mentally reminds us of our fitness goals and how eating dessert would be undermining—making dessert seem less appealing.