We really do believe that in day-to-day self-control dilemmas, people are better off choosing to indulge."
RAN KIVETZ, who has researched attitudes toward vice and virtue for a decade. He is an associate professor of business at Columbia University's Graduate School of Business and coauthor of a paper slated for publication in the September issue of the Journal of Consumer Research, "Repenting Hyperopia: An analysis of Self-Control Regrets." An Analysis of Self-Control Regrets."
