Your Perfect New Excuse For Ordering Unhealthy Food And Drink: “Altruistic Indulgence”


On the way to meet your friend at a cafe you’re confident about sticking to your resolutions for healthier living. It soon goes awry though – no, not because of your weak willpower, but due to your excess empathy.

Your friend orders first and plumps for the super indulgent Winter Warmer Chocca Mocha with added marshmallows. You follow suit, sensing that if you’d stuck with your original plans for a skinny coffee, you’d have made your friend feel awful. There is now a name for this behaviour: You just engaged in “altruistic indulgence”, the most appealing of excuses for a naughty lapse, described for the first time in a paper in Social InfluenceContinue reading →

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