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Why guilt doesn't keep some of us from making the same mistakes twice

Many of us experience a tinge of guilt as we delight in feelings of pleasure from our favorite indulgences, like splurging on an expensive handbag or having another drink. Yet, in spite of documented ambivalence towards temptation and well-meaning vows not to succumb again, consumers often repeat the same or similar choices. A new study examines repeated impulsive behavior despite the presence of guilt -- important research underscored by the increasing prevalence of binge drinking, obesity and credit card debt.

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