“Every injection day, I would stop at the video store on the way to school and pick up a few films that I wanted to see. Throughout the day, I would think about how much I would enjoy watching them later. Once I got home, I would give myself the injection. Then I would immediately jump into my hammock, make myself comfortable, and start my mini film fest. That way, I learned to associate the act of the injection with the rewarding experience of watching a wonderful movie. Eventually, the negative side effects kicked in, and I didn’t have such a positive feeling. Still, planning my evenings that way helped me associate the injection more closely with the fun of watching a movie than with the discomfort of the side effects, and thus I was able to continue the treatment. (I was also fortunate, in this instance, that I have a relatively poor memory, which meant that I could watch some of the same movies over and over again.)”

Ariely, Dan. “The Upside of Irrationality.”