That just doesn’t make any sense! Yet we do it all the time.
Take Tony. He’s a busy executive who is on the road a lot. An ex-collegiate basketball star, Tony believes in fitness and good nutrition. He says he’s committed to it.
But when Tony feels under pressure, he craves “comfort” food such as burgers and fries and Snickers bars, and just wants to watch TV in his hotel at night instead of working out.
He knows what he wants: exercise and healthy food. But he resists it for what he thinks he wants in that moment…