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If you feel like you're in a losing battle with a triple-chocolate cake, a "mental budget" can help, according to a new study in the Journal of Consumer Research.

"There are some behaviors that consumers try to limit but have trouble doing so," write authors Parthasarathy Krishnamurthy (University of Houston) and Sonja Prokopec (ESSEC Business School, France). "Even as one aims to curtail consumption of sugars and fat, one ends up consuming the tiramisu or the triple-chocolate cake. Such discrepancies between one's goals and actual behaviors represent instances of self-control failure."

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