We break commitments to ourselves with embarrassing regularity. How can someone trying to lose weight binge on an entire pint of ice cream before bed? How can even the most disciplined of executives fail to make 30 minutes of time per week for exercise? How can someone whose marriage depends on quitting smoking pick up a cigarette? Simple: logic fails. If you were to summarize the last 100 years of behavioral psychology in two words, that would be the takeaway.
— The 4-Hour Body (Timothy Ferriss), Loc. 1307–10