On Temptation, Ulysses and "hot-cold empathy gap"

"The classic example is that of Ulysses, who faced the peril of the Sirens and their irresistible songs. While in a cold state, Ulysses instructed his crew to fill their ears with wax so that they would not be tempted by the music. He also asked the crew to tie him to the mast so that he could listen for himself but be restrained from submitting to the temptation to steer the ship closer when the music put him into a hot state.

Ulysses successfully solved his problem. For most of us, however, self control issues arise because we underestimate the effect of arousal. This is something the behavioral economist George Loewenstein (1996) calls the “hot-cold empathy gap.” When in a cold state, we do not appreciate how much our desires and our behavior will be altered when we are “under the influence” of arousal. As a result, our behavior reflects a certain naïveté about the effects that context can have on choice."

Nudge: improving decisions about health, wealth, and happiness [book]

Richard H. Thaler and Cass R. Sunstein.