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access to fat-rich foods and
are physically inactive, that large numbers of Americans are obese and dieting has become the
norm for a majority of American women. Many younger women also develop eating disorders such
as bulimia and anorexia, largely in response to trying to achieve unrealistic standards of thinness.
This can be a useful topic to discuss with the class, because many college students are in the
highest-risk group for developing these disorders. They are also at an age where they are beginning
to develop lifestyle norms that can have long-term implications for their risk for obesity.
Extrinsic Rewards May Spoil Pleasure
The following tale is useful as a lead-in to a discussion of extrinsic and intrinsic rewards:
An Italian shoemaker in New York became the target of epithets shouted gleefully by boys in
the neighborhood. “Dirty wop!” “Greaseball, go back to Sicily!” And other obscenities not fit
for print. The boys were a general nuisance and disrupted business. The shoemaker ignored the
boys in vain. He tried to reason with them, and he tried to chase them away, all to no avail. One
day when he saw them approaching, the shoemaker tried a new approach. “Don’t ask me
why,” said the shoemaker to the boys, “but I will give each one of you 50 cents if you will shout,
“Dirty wop! No greaseballs in o
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