In setting rules for how to behave in the future, you’re often in a calm, cool state, so you make unrealistic commitments. “It’s really easy to agree to diet when you’re not hungry,” says Loewenstein, a professor at Carnegie Mellon University. And it’s really easy to be sexually abstemious when you’re not sexually aroused, as Loewenstein and Dan Ariely found by asking young heterosexual adult men some personal questions.
