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.

Have you ever finished some intense exercise, and then later rewarded yourself with an indulgent dinner or dessert? Moral licensing is a phenomenon via which human beings give ourselves permission to do something “bad,” because we’ve already done something “good.” We conduct psychological bargaining, and let ourselves off the hook because “we’ve earned it.”

Last week we introduced the intention-action gap: how human beings often know what we should do, but we have trouble following through on our good intentions. One method for addressing this gap is called a planning prompt, a.k.a. implementation intention plan. This is a simple intervention through which people are prompted to decide when, where, and how they will do something.

Raise your hand if you’ve ever: planned to exercise, but ended up on the couch; started a diet, then found yourself eating cake; vowed to save money, then splurged on a new purchase. These examples demonstrate a key focus of the behavioral sciences called the intention-action gap: basically, people often know what we should do, and we have good intentions, but we have trouble following through on these intentions. There’s a gap between what we want, and what we do.

Human beings place time in mental accounts, such as by designating specific hours for work, family, or relaxation. More broadly, when we consider our lives, we pay attention to temporal landmarks, significant periods like birthdays, holidays, job changes, or major world events.

Have you ever postponed stepping on a scale, getting your cholesterol tested, or checking your bank balance? If so, you likely fell prey to the ostrich effect, the human tendency to avoid negative information that could help one make corrective action.

Motherhood is often described as one of the most rewarding and fulfilling experiences in life. However, for many women around the world, becoming a mother can also lead to significant economic and professional penalties, often referred to as the "Motherhood Penalty." This phenomenon largely refers to the systemic disadvantages that mothers face in the workplace, such as lower pay, fewer opportunities for advancement, inferior perceptions, and inequality in hiring and promotion decisions.

Which would you prefer, natural spring water or distilled water?

The first just sounds better, doesn’t it?  But why?

The Appeal to Nature Fallacy is a faulty reasoning process via which we conclude that “natural” equates with “good.”