Don't Let the Licensing Effect Stop You from Achieving Your Goals

We've all done it—finished a great workout, felt proud of ourselves, and then decided we deserve to treat ourselves to something indulgent, like pizza or cake. It seems harmless at first, but it's actually a subtle psychological phenomenon known as the licensing effect, and it can significantly hinder your ability to achieve important goals.

Watch this short video to understand more about the licensing effect and how to overcome it:

What Is the Licensing Effect?

The licensing effect is the psychological tendency where doing something perceived as "good" or positive gives us subconscious permission to indulge in something "bad" or less favorable shortly after. Essentially, one good deed "licenses" us to engage in unhealthy or counterproductive behavior.

For example:

• You go to the gym, work out hard, and afterward you feel you've earned the right to eat unhealthy food.
• You help a friend and feel you've done something morally good, then later justify selfish or inconsiderate actions, believing you've "earned it."

This subconscious bargaining can prevent you from making meaningful progress toward your goals.

Why the Licensing Effect Is Harmful

When you consistently praise yourself heavily for small positive actions, you unintentionally create an imbalance. Your mind feels entitled to indulge afterward, leading you to behaviors that directly sabotage your original goals.

Over time, this creates a negative cycle:

1. Perform positive action (e.g., exercising).
2. Feel entitled to reward yourself excessively.
3. Sabotage the original progress (e.g., overeating afterward).
4. Feel guilt or disappointment, lowering motivation and confidence.

The licensing effect can subtly derail your long-term goals, from losing weight to building healthier relationships or habits.

How to Stop the Licensing Effect from Sabotaging Your Goals

Here’s how you can avoid falling victim to the licensing effect:

Shift Your Mindset from "Good Deeds" to "Necessary Steps"

Instead of viewing your positive actions as extraordinary deeds that deserve special rewards, see them simply as necessary, normal steps on your journey. For instance:

• If your goal is fitness, going to the gym five times a week should become a normal, routine activity—not something extraordinary that demands constant reward.
• If you’re helping others, view it as part of your natural lifestyle, not as something special that gives you permission for future selfish behavior.

Reduce Self-Praise, Increase Humility

The more you overly praise yourself for positive behaviors, the more your subconscious expects indulgence later. Practice humility by recognizing your positive actions as standard components of your life goals rather than exceptional occurrences.

For example:

• Instead of thinking, “I went to the gym—I’m amazing!”, say to yourself, “Going to the gym is just what I do; it’s normal for me.”

By doing this, the pendulum doesn't swing back toward indulgence or unhealthy behaviors as frequently.

Make Your Desired Habits Your "New Normal"

To consistently achieve your goals, make your new behaviors the baseline, the everyday standard. Over time, this prevents the licensing effect from taking hold, because you no longer categorize actions into "good" or "bad," but rather into "normal" and "routine."

This balanced perspective empowers you to sustain long-term progress without constantly battling self-sabotage.

Being aware of the licensing effect allows you to shift your mindset effectively. By seeing your goal-oriented actions as everyday behaviors instead of exceptional efforts, you create a sustainable lifestyle that naturally supports your long-term success.

Remember: The less you reward yourself for doing what’s necessary, the less you'll feel entitled to behaviors that derail your progress.

‍