© The Author(s) 2011 Reprints and permission:

People are often confronted with choices that involve trade-offs: Obtaining the benefits of one option implies that the ben-efits associated with the rejected option cannot be obtained. For example, people regularly choose between spending money on short-term pleasures such as going out for dinner and saving money for a later, more important purchase. This type of choice dilemma has been characterized as a self-control conflict, in which the impulsive urge (instigated by the immediate temptation) has to be overridden by a deliberative and effortful process (Baumeister, Bratslavsky, Muraven, &amp