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January 30, 2006 3:00 AM

`Licensing effect' seen in dieting, charity, hiring

Ever chuckle when a friend orders diet not regular soda with his or her greasy burger and fries? Hold the smirk a minute, researchers say. They claim that a powerful behavior called licensing is at work. It occurs when people allow themselves to indulge by doing something positive first. So at the burger joint, having a diet soda makes the meals calories and cholesterol seem OK. Researchers see the licensing effect in many realms, from marketing to fighting bad habits. They add that it works best if people dont know how it works.

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