TABLE 2
RATE THE LIKELIHOOD OF ENGAGING IN IMMORAL BEHAVIORS LIKE DATE RAPE (A STRICT ORDER OF SEVERITY IS NOT IMPLIED)
| Question | Nonaroused | Aroused | Difference, percent |
| Would you take a date to a fancy restaurant to increase your chance of having sex with her? | 55 | 70 | 27 |
| Would you tell a woman that you loved her to increase the chance that she would have sex with you? | 30 | 51 | 70 |
| Would you encourage your date to drink to increase the chance that she would have sex with you? | 46 | 63 | 37 |
| Would you keep trying to have sex after your date says “no”? | 20 | 45 | 125 |
| Would you slip a woman a drug to increase the chance that she would have sex with you? | 5 | 26 | 420 |
TABLE 3
RATE YOUR TENDENCY TO USE, AND OUTCOMES OF NOT USING, BIRTH CONTROL
| Question | Nonaroused | Aroused | Difference, percent |
| Birth control is the woman’s responsibility. | 34 | 44 | 29 |
| A condom decreases sexual pleasure. | 66 | 78 | 18 |
| A condom interferes with sexual spontaneity. | 58 | 73 | 26 |
| Would you always use a condom if you didn’t know the sexual history of a new sexual partner? | 88 | 69 | 22 |
| Would you use a condom even if you were afraid that a woman might change her mind while you went to get it? | 86 | 60 | 30 |
CHAPTER 7
The Problem of Procrastination and Self-Control
Why We Can’t Make Ourselves Do
What We Want to Do
Onto the American scene, populated by big homes, big cars, and big-screen plasma televisions, comes another big phenomenon: the biggest decline in the personal savings rate since the Great Depression.
Go back 25 years, and double-digit savings rates were the norm. As recently as 1994 the savings rate was nearly five percent. But by 2006 the savings rate had fallen below zero—to negative one percent. Americans were not only not saving; they were spending more than they earned. Europeans do a lot better—they save an average of 20 percent. Japan’s rate is 25 percent. China’s is 50 percent. So what’s up with America?
I suppose one answer is that Americans have succumbed to rampant consumerism. Go back to a home built before we had to have everything, for instance, and check out the size of the closets. Our house in Cambridge, Massachusetts, for example, was built in 1890. It has no closets whatsoever. Houses in the 1940s had closets barely big enough to stand in. The closet of the 1970s was a bit larger, perhaps deep enough for a fondue pot, a box of eight-track tapes, and a few disco dresses. But the closet of today is a different breed. “Walk-in closet” means that you can literally walk in for quite a distance. And no matter how deep these closets are, Americans have found ways to fill them right up to the closet door.
Another answer—the other half of the problem—is the recent explosion in consumer credit. The average American family now has six credit cards (in 2005 alone, Americans received 6 billion direct-mail solicitations for credit cards). Frighteningly, the average family debt on these cards is about $9,000; and seven in 10 households borrow on credit cards to cover such basic living expenses as food, utilities, and clothing.
So wouldn’t it just be wiser if Americans learned to save, as in the old days, and as the rest of the world does, by diverting some cash to the cookie jar, and delaying some purchases until we can really afford them? Why can’t we save part of our paychecks, as we know we should? Why can’t we resist those new purchases? Why can’t we exert some good old-fashioned self-control?
The road to hell, they say, is paved with good intentions. And most of us know what that’s all about. We promise to save for retirement, but we spend the money on a vacation. We vow to diet, but we surrender to the allure of the dessert cart. We promise to have our cholesterol checked regularly, and then we cancel our appointment.
How much do we lose when our fleeting impulses deflect us from our long-term goals? How much is our health affected by those missed appointments and our lack of exercise? How much is our wealth reduced when we forget our vow to save more and consume less? Why do we lose the fight against procrastination so frequently?
IN CHAPTER 6 we discussed how emotions grab hold of us and make us view the world from a different perspective. Procrastination (from the Latin pro, meaning for; and cras, meaning tomorrow) is rooted in the same kind of problem. When we promise to save our money, we are in a cool state. When we promise to exercise and watch our diet, again we’re cool. But then the lava flow of hot emotion comes rushing in: just when we promise to save, we see a new car, a mountain bike, or a pair of shoes that we must have. Just when we plan to exercise regularly, we find a reason to sit all day in front of the television. And as for the diet? I’ll take that slice of chocolate cake and begin the diet in earnest tomorrow. Giving up on our long-term goals for immediate gratification, my friends, is procrastination.
As a university professor, I’m all too familiar with procrastination. At the beginning of every semester my students make heroic promises to themselves—vowing to read their assignments on time, submit their papers on time, and in general, stay on top of things. And every semester I’ve watched as temptation takes them out on a date, over to the student union for a meeting, and off on a ski trip in the mountains—while their workload falls farther and farther behind. In the end, they wind up impressing me, not with their punctuality, but with their creativity—inventing stories, excuses, and family tragedies to explain their tardiness. (Why do family tragedies generally occur during the last two weeks of the semester?)
After I’d been teaching at MIT for a few years, my colleague Klaus Wertenbroch (a professor at INSEAD, a business school with campuses in France and Singapore) and I decided to work up a few studies that might get to the root of the problem, and just maybe offer a fix for this common human weakness. Our guinea pigs this time would be the delightful students in my class on consumer behavior.
As they settled into their chairs that first morning, full of anticipation (and, no doubt, with resolutions to stay on top of their class assignments), the students