Denying ourselves that last piece of chocolate cake or walking past that expensive new dress in the shop window may make us feel more worthy.
But resisting the treats we love is bad for us, researchers claim.
A study of British women found that those who gave in to temptation on a regular basis were much happier than those who restrained themselves.
Scientists say that self-regulation makes people more inclined to feel dissatisfied - proving the old adage that a little of what you fancy really does do you good.
Those questioned in the survey for a food company named shopping over the budget, sweet treats and browsing the internet at work as their favourite pick-me-ups. Neuroscientist Dr Jack Lewis said: “There is a body of evidence suggesting that resisting temptation actually makes us angry.
“Most things are fine in moderation, and giving in to our relatively innocent urges - particularly when times are tough - is a great way to reward ourselves.”
The survey of 2,000 women by OnePoll for GŸ Puds found that almost 90 percent gave in to urges at least some of the time, while almost 60 percent did so once a day. Of those who indulged daily, around two thirds reported feeling guilty for hours afterwards.
Dr Lewis said women needed to learn how to enjoy a treat without letting the guilt spoil it. - Daily Mail