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So what incentive do these same companies have in helping people with their willpower?
The fact that Georgia is in the game at all is a tribute to their willpower.
More impressive, perhaps, than their willpower was that they were able to save $90,000.
Their bravery had been extraordinary, the strength of their willpower almost scary.
When people believe that willpower is fixed and limited, their willpower is easily depleted.
They play offense, not defense, using their willpower in advance so that they avoid crises, conserve their energy and outsource as much self-control as they can.
Various mental tricks have been shown to help people briefly tough it out when their willpower is mildly depleted, but these strategies don't work over the long run.
The most successful people, Baumeister and his colleagues have found, don't use their willpower as a last-ditch defense to stop themselves from disaster.
People also believe that addicts can't be treated; at best, they can muster their willpower and manage their compulsion for a short time.
If we are right that smokers tend to have poorer self-control, such manipulations may be used to help sustain their willpower.
While personal responsibility is an important piece, "you cannot say that all these people have lost all their willpower," Mr. Hoffman said.
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Justyna Jupowicz-Kozak
CEO of Professional Science Editing for Scientists @ prosciediting.com