The piece is a little disjointed in places but it is packed full of information and if nothing else you get a good sense of the enthusiasm for this developing field.
One area of pleasure research not mentioned in Bloom’s piece is the fascinating work of Michel Cabanac, who has a theory that pleasure is the decision-making currency of the brain.
New Scientist had an excellent article on Cabanac’s work which you can read online, and makes an excellent complement to The Atlantic piece.
However, Bloom is more concerned with how we resist the temptation of pleasure using ‘self-binding’ – in other words, doing things that will reduce the chances of us succumbing to temptation later on. Like getting someone to hide your cigarettes if you’re trying to give up.
For adult humans, though, the problem is that the self you are trying to bind has resources of its own. Fighting your Bad Self is serious business; whole sections of bookstores are devoted to it. We bribe and threaten and cajole, just as if we were dealing with an addicted friend. Vague commitments like ‚ÄúI promise to drink only on special occasions‚Äù often fail, because the Bad Self can weasel out of them, rationalizing that it‚Äôs always a special occasion. Bright-line rules like ‚ÄúI will never play video games again‚Äù are also vulnerable, because the Bad Self can argue that these are unreasonable‚Äîand, worse, once you slip, it can argue that the plan is unworkable.
For every argument made by the dieting self‚Äî‚ÄúThis diet is really working‚Äù or ‚ÄúI really need to lose weight‚Äù‚Äîthe cake eater can respond with another‚Äî‚ÄúThis will never work‚Äù or ‚ÄúI‚Äôm too vain‚Äù or ‚ÄúYou only live once.‚Äù Your long-term self reads voraciously about the benefits of regular exercise and healthy eating; the cake eater prefers articles showing that obesity isn‚Äôt really such a problem. It‚Äôs not that the flesh is weak; sometimes the flesh is pretty damn smart.