My wife has been clamoring to lose weight for five or six years, but I haven't seen her lose a pound yet.

Occasionally, deliberately eat less food. After a while, she will say that she is so hungry that her stomach hurts, which scares me to cook noodles for her. Avoid high-calorie foods. People say that when you are in a bad mood, you need to eat some sweets to make yourself happy. Insist on cooking less food at home.

Eat less oil and less salt. I can’t put off socializing with friends and colleagues. I plan to start running to lose weight. When I go out, the weather is bad, I’m not in good health, or I’m in a bad mood.

I know that the key to losing weight is to "keep your mouth shut and open your legs", but at the critical moment, I can't do it.

Not only women, but men are also clamoring to quit smoking, but they can't quit no matter how hard they try.

We know that we can lose weight by eating less and moving more, but when a woman faces delicious food, enjoying the delicious food instantly becomes more important than losing weight.

We know that smoking is harmful to health, but when a man is in front of cigarettes, the effect of that cigarette on him instantly becomes more important than his physical health.

This is actually due to the narrowing effect.

The narrowing effect is a concept proposed by American professor Loewenstein in 1996. It means that at a certain moment, our preferences only focus on one point, that is, our preferences are narrowed.

Loewenstein said that people who are in the narrowing effect will secrete some chemicals in their bodies, and these "internal factors" often conflict with their preferences.

The concentration and changes of factors in the body are rapid and dramatic.

So when a person is in trouble, there is only that one thing in his eyes and in his heart, and he will show a strong "temporary preference" for that thing.

Moreover, at this time, his attention is on the present, and on that matter, it is extremely important to be able to release the emotions in his heart at the moment, such as the long-term, the future, the vows he has made, and the emotions of outsiders, all

It doesn't matter anymore.

This state of "one leaf obstructs the view and cannot see the mountain" is the so-called "narrowing".

Understanding the mechanism behind it is to help us better overcome the narrowing effect.

Because factors in the body can cause people to express strong emotions and emotional impulses, remember not to make any decisions when you are emotionally intense, and do not intensify your negative emotions when others are emotional. This can easily lead to some irrational behaviors.

Back to the issue of weight loss, how to overcome the narrowing effect?

First of all, you need to clarify your goals: whether you need to lose weight, how much you need to lose, and how long you plan to achieve your goals.

Secondly, make a clear plan, including what time to eat every day, what time to exercise, what to eat, when to treat yourself, excuses for refusing unnecessary dinners, punishments for failure, etc., all need to be listed in detail to allow yourself to

Every day you will know what you need to do that day.

Third, ensure a happy mood, adequate sleep and physical strength to avoid the narrowing effect.

Also reduce the temptation of hunger by eating smaller meals more often.

Fourth, when the narrowing effect occurs, you can temporarily keep your mind blank, close your eyes and rest for a few minutes, and then take action after you regain your composure.

But in fact, merchants can use the narrowing effect to achieve marketing purposes.

Through bright lights, spacious space, exquisite furnishings, VIP-like service, the temptation of discounts and other means, customers can make impulse purchases and buy some goods that exceed the budget or are not needed.

The most successful examples are the splendid sales offices everywhere. The story of a lady who accidentally bought a house when she went out to buy groceries is the successful use of the narrowing effect by merchants.

Answer: Zhang Sizhong, an IT guy who loves marketing.

Invite you to follow the WeChat public account marketing flight and explore the wonderful business world together.

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