A look at the science behind temptation - and how to overcome it.''Entertaining and enlightening ... offers ways to temper our anti-social tendencies.'' Dr Michael Mosley, science journalist and TV presenterIt can often seem that we are utterly surrounded by temptation, from the ease of online shopping and the stream of targeted advertising encouraging us to greedily acquire yet more stuff, to the coffee, cake and fast-food shops that line our streets, beckoning us in to over-indulge in all the wrong things. It can feel like a constant battle to stay away from the temptations we know we shouldn’t give in to. Where exactly do these urges come from? If we know we shouldn’t do something, for the sake of our health, our pockets or our reputation, why is it often so very hard to do the right thing? Anyone who has ever wondered why they never seem to be able to stick to their diet, anyone to whom the world seems more vain and self-obsessed than ever, anyone who can''t understand why love-cheats pursue their extra-marital affairs, anyone who struggles to resist the lure of the comfy sofa, or anyone who makes themselves bitter through endless comparison with other people, anyone who is addicted to their smartphone – this book is for you.The Science of Sin brings together the latest findings from neuroscience research to shed light on the universally fascinating subject of temptation – where it comes from, how to resist it and why we all succumb from time to time. With each chapter inspired by one of the seven deadly sins, neurobiologist Jack Lewis illuminates the neural battles between temptation and restraint that take place within our brains, suggesting strategies to help us better manage our most troublesome impulses with the explicit goal of improving our health, our happiness and our productivity – helping us to say ‘no!’ more often, especially when it really counts.
