We Want It but Don’t Need It: The paradoxical effect of an encouraging trigger that is counterproductive comes to a head most tellingly in the upper left quadrant. This is where we encounter pleasurable situations that can tempt or distract us from achieving our goals. If you’ve ever binge-watched a season or two of a TV show on Netflix when you should be studying, or finishing an assignment, or going to sleep, you know how an appealing distraction can trigger a self-defeating choice. You’ve sacrificed your goals for short-term gratification. If you’ve ever taken a supervisor’s compliment or a
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