Perhaps it’s not so surprising that it’s hard to change people’s behavior when someone else stands to reap most of the benefit. But surely we are capable of behavior change when our own welfare is at stake, yes? Sadly, no. If we were, every diet would always work (and there would be no need for diets in the first place). If we were, most smokers would be ex-smokers. If we were, no one who ever took a sex-ed class would be party to an unwanted pregnancy. But knowing and doing are two different things, especially when pleasure is involved.
