It’s entirely irrational to think about eating some chips, choose to eat some chips and then suddenly find yourself encased in self-hate city you ate the chips you wanted.

This madness is often called “emotional eating,” and I’ve noticed self-flagellating comments online for such behaviour.

It turns out that:

* you are not alone: the human brain basically works that way (and about many things, not just food). So quit fighting your brain, it’s not going to end in your favour.

* the answer isn’t to “never eat chips again,” unless you are wildly committed to being an excessive person, terrified that any deviation from perfect self control will lead to devastation. (Which is always an option, your call.)

I feel cliche for saying this, but turns out that moderation actually IS key.

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