Counterregulation occurs when people indulge in a behavior they are trying to regulate after an initial regulation failure.

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Counterregulation refers to the phenomenon where individuals, following a failure to regulate a behavior, engage in that very behavior even more intensely than they would have otherwise. For example, after trying and failing to stick to a diet plan for a week, an individual may end up binging on junk food.

Counterregulation Occurs When People Indulge in a Behavior They Are