Does the urge to curb reckless spending or a higher level of self-control have any relationship to a full bladder? According to new research by INSEAD Visiting Professor of Marketing Mirjam Tuk it does, and what’s more this state of mind can be induced by external cues as well
It’s research with a humorous twist, but also with enormous potential. The idea, which resonated with Tuk after one too many cups of coffee, is that the self-control we exert over bladder control is transferrable to other situations and can even be used to control undesirable impulses in the human condition.
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