A 2014 study published in the Journal of Consumer Research found that friends bond more when providing one another with moral support to resist a temptation. However, friends also commonly conspire together to enjoy indulgences. Researchers discovered that when it came to resisting temptations—like eating chocolate—sometimes friends were more likely to become partners in crime as they decided to indulge together.
Researchers Michael L. Lowe (Texas A&M University) and Kelly L. Haws (Vanderbilt University) stated, “Our findings provide insights into how consumers can most effectively use others for accountability in trying to achieve important goals, while potentially enhancing their well-being through managing guilt and being able to enjoy smaller indulgences in the company of friends.”
In summary, we act more like the people we surround ourselves with so we should be intentional to surround ourselves with people who inspire and challenge us to become better.
REFERENCES
“(Im)moral Support: The Social Outcomes of Parallel Self-Control Decisions.” Journal of Consumer Research: August 2014 by Michael L. Lowe (Texas A&M University) and Kelly L. Haws (Vanderbilt University)