#7: “Oh What the Hell!”

Adding an extra dose of behavioral science to your week with our series In a Nutshell— a collection of behavioral science principles, explained in 150 words or less, written weekly by CUBIC director Allison Zelkowitz.

Imagine this: You’re on a 1500 calorie/day diet when your spouse brings home freshly-baked cookies.  You decide to have just one, then realize you’ve exceeded your daily calorie limit. Oh, what-the-hell, you think, and eat four more — you’ll restart your diet tomorrow.

The “What-the-Hell” Effect is the actual term for this psychological phenomenon. As described in The Willpower Instinct, “Giving in makes you feel bad about yourself, which motivates you to do something to feel better. And what’s the cheapest, fastest strategy for feeling better? Often the very thing you feel bad about.”

The “What-the-Hell” Effect can also undermine goals such as stopping smoking, reducing drinking, or limiting Netflix binge-watching. To combat it, make plans to address slip-ups (e.g. If I find myself smoking one cigarette, I’ll flush the pack.) In addition, avoid the “shame-splurge cycle” by forgiving yourself after a transgression, and congratulating yourself for keeping that setback small.