Daniel Engber in Slate:
Nearly 20 years ago, psychologists Roy Baumeister and Dianne Tice, a married couple at Case Western Reserve University, devised a foundational experiment on self-control. “Chocolate chip cookies were baked in the room in a small oven,” they wrote in a paper that has been cited more than 3,000 times. “As a result, the laboratory was filled with the delicious aroma of fresh chocolate and baking.”
In the history of psychology, there has never been a more important chocolate-y aroma.
Here’s how that experiment worked. Baumeister and Tice stacked their fresh-baked cookies on a plate, beside a bowl of red and white radishes, and brought in a parade of student volunteers. They told some of the students to hang out for a while unattended, eating only from the bowl of radishes, while another group ate only cookies. Afterward, each volunteer tried to solve a puzzle, one that was designed to be impossible to complete.
Baumeister and Tice timed the students in the puzzle task, to see how long it took them to give up. They found that the ones who’d eaten chocolate chip cookies kept working on the puzzle for 19 minutes, on average—about as long as people in a control condition who hadn’t snacked at all. The group of kids who noshed on radishes flubbed the puzzle test. They lasted just eight minutes before they quit in frustration.
The authors called this effect “ego depletion” and said it revealed a fundamental fact about the human mind: We all have a limited supply of willpower, and it decreases with overuse.