No pain – no gain! Have you ever wondered why chocolate seems more scrumptious when you are on a diet? Come find out from our speaker Dr. Birga M. Schumpe, a psychology researcher at NYUAD. Dr. Schumpe earned her degree in Germany, where she also worked as a clinical psychologist for several years allowing her to gain insights into the human mind and its peculiarities. Her current research focuses on why and under which conditions individuals chose extreme means to pursue their goals, and how these preferences can be redirected towards adopting less severe means. Drawing from her own research as well as from of other scientific findings, Dr. Schumpe will present several examples of how people use notions of pain to infer the value of an action or object. You might find yourself in some of these examples and perhaps you would like to find out why you keep choosing the painful route.