Why are we suddenly talking about discrimination and sex scandals instead of dieting and procrastination? Because what is a willpower challenge if not a battle between virtue and vice? Anything you moralize becomes fair game for the effect of moral licensing. If you tell yourself that you’re “good” when you exercise and “bad” when you don’t, then you’re more likely to skip the gym tomorrow if you work out today. Tell yourself you’re “good” for working on an important project and “bad” for procrastinating, and you’re more likely to slack off in the afternoon if you made progress in the morning.
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