# 49. Manipulation of bias and heuristics in decision making ## 49.5. Methodology/Refinements/Sub-species ### 49.5.57. Restraint bias Humans often overestimate their ability to show restraint in the face of temptation. A manipulator can use this inaccurate self-image to entice and tempt a victim, despite the confidence that the victim exhibits in their ability to resist temptation. Marketing specialists use this inclination to determine the placing of tempting goods or offers in certain locations in a shop. The "restrained" customer walks past them and then returns later to buy one!