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How Salad Can Make Us Fat

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Route data from more than 1,000 shoppers, matched to their purchases at checkout, revealed a clear pattern: Drop a bunch of kale into your cart and you’re more likely to head next to the ice cream or beer section. The more “virtuous” products you have in your basket, the stronger your temptation to succumb to vice.

Such hedonic balancing acts are neither unpredictable — who, after all, hasn’t rewarded themselves with a piece of cake or an extra beer after a killer workout? — nor inherently bad. But an emerging body of research into what psychologists call the “licensing effect” suggests that this tit-for-tat tendency is deeply wired in us, operating even when we’re not aware of it. And in a world where we’re bombarded by pitches for an endless array of health-boosting products of dubious efficacy, that can be a problem.

So the key is not to reward yourself for eating well by eating poorly.

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