The cholce to eat a brownie is really no choice at all. The fudgy square presents an immediate reward, compared with an amorphous, uncertain threat of extra kilos some time in the future and possible disease even Later. Besides, the brownie was included in the price of your sandwich. This type of decision is part of what David Kirchhoff, chief executive of Weight Watchers, calls "theintention versus action gap". His is one of many companies hoping to fill it.
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