Because we expect to achieve our rational goals, it can come as quite a surprise when we fail to meet our own expectations. If you set a goal of not eating cakes, but then find everyone around you eating cakes, you might be tempted to eat a mouthful, then maybe a half. And you can’t just leave half a cake sat there! Very quickly your compromise to your goal gets worse and it can be the start of the ‘what the hell effect’. This is something most people have experienced. You tell yourself that you will start again tomorrow. Ironically, because you have already failed that day, it can be the source of a few more slip ups before the ‘reset button’ is hit! In reality, tomorrow starts badly and becomes the second nail in the coffin for the behaviour you were changing and that is often the end of the road for that attempt.