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Healthy snacks in a vending machine can backfire, leading to more people choosing the unhealthy option.

This is an example of ‘vicarious goal fulfilment’, where doing a small thing makes us think we’ve done the big thing.

In this case, merely seeing the healthy option can be enough for us to indulge ourselves for our ‘good behaviour’.

McDonalds knows this. Sure, they have salads, but perhaps today you deserve the burger?

Vicarious goal fulfilment is pernicious, undermining good intentions...