The Willpower Instinct: How Self-Control Works, Why It Matters, and What You Can Do To Get More of It

by Kelly McGonigal

First coined by dieting researchers Janet Polivy and C. Peter Herman, the what-the-hell effect describes a cycle of indulgence, regret, and greater indulgence.

look for self justification for the decision - a missing piece, if you will, to counter the regret and push us forward.