The “what-the-hell” effect

A problem with dieting rules is that only a small violation—a sneaky slice of cake, for example—is enough to derail the whole diet. Researchers call this the “what-the-hell effect”. 

Diets that require the dieter to follow rigid rules or forbid them from consuming foods they enjoy appear to be problematic, as they paradoxically increase the risk of overeating. 

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To lose weight, you need to understand the psychology of why you crave the wrong things

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