Ever hear of the “Pleasure Principle?” This is a term coined by Sigmund Freud to describe the instinctual seeking of pleasure and avoiding of pain in order to satisfy human needs.
It’s easy to see how people will make decisions that have pleasurable outcomes. Shopping, entertainment, driving a fancy car, taking an exotic vacation. But did you know that when an outcome is motivated by both pleasure and pain, the desire to avoid pain almost always wins?
Here is an example. Think of how often people break their resolutions to lose weight. Those people can envision all the benefits of losing weight: better health, more energy, create confidence, and physical attractiveness. But what often wins out? The pain of exercise and a stricter diet.