And indeed a lot of work in the area of self regulation, which looks at how much effort we put into achieving various goals, supports the idea that we specify in advance how we want to respond to certain situations. I'm sure you know, the expression, the road to hell is paved with good intentions. So we often expect that we're going to regulate our behavior and make the decisions we want to make. But the reality often falls short of those goals. In fact, One study found that our ability to self regulate declines as the day goes on. Researchers documented what they call the morning morality effect, which shows that people are more likely to cheat, lie or even commit fraud in the afternoon, than in the morning.

Apparently the reason for this is that as well We get tired, our ability to fight back, negative impulses declined, and so we're more susceptible to decision making that is flawed in some way. On the brighter side, consumers interest in self regulation is really exploding, especially in areas like weight loss and fitness, for example. This creates a lot of new market opportunities for enterprises and companies that recognize that they perhaps can provide a feedback loop to help consumers with self regulation. In planar terms, if you're wondering what a feedback loop means it, it simply means giving you feedback from the environment, about how you're doing or how you're behaving. So for example, dynamic speed displays that you've seen on highways. Use a radar sensor to flash you Your speed when you pass by one.

If you've wondered why those are there and whether they work, you might be interested to learn that these signs are responsible for a 10% reduction in driving speed among motorists for several miles following exposure to the feedback loop. So think about different opportunities where you might be able to provide a feedback loop. One really great example is wearable computing, which as you know, is an exploding field right now. And essentially, most wearable computing applications are feedback loops. So when you wear that Fitbit and it tells you how many steps you've taken today to help you regulate the amount of effort you put into exercise, you've just witnessed a demonstration of a feedback loop in action. The takeaway is that consumers are interested as never before in self regulating their decisions.

Whether that relates to food intake, exercise, work, output, and on and on. These desires create opportunities to provide products and services that may help your customers to do this.