Testing the implications of a dynamic, neurally-informed computational model of valuation, decision making, and self-control

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Have you ever started reaching for a tempting plate of cookies, only to stop a fraction of a second later when you remember that they’re full of fat and sugar? Or struggled to resist the lure of TV and the Internet while working? Effective self-control allows us to resist these kinds of immediate temptations and make decisions we know will leave us better off in the end. Unfortunately, people often struggle with temptation and choose in ways they later regret. Despite decades of research, we don’t fully understand why. What makes self-control feel so hard sometimes? What goes wrong when we succumb to temptation? Most importantly, how can we develop better self-control?