"You already blew your goal of only having two cookies, so… what the hell, you might as well eat the entire pan."

The phrase was coined by dieting researchers but can be easily adapted to many of our endeavors. 

As Kelly McGonigal writes about the effect 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… It's not the first giving-in that guarantees the bigger relapse. It's the feelings of  shame,  guilt, loss of control, and loss of hope that follow the first relapse."

Break the vicious cycle. 

How to tame The what-the-hell-effect?

Here are 3 things you can use:

• Self-compassion

• a 'can-control' mindset

• doing a good habit right after a bad habit

Forgive me for I have sinned. 

One of the best tactics is to not fall into the trap of guilt trips and shaming but to approach yourself with self-compassion.

Yes, it happened; you just proved you are a human. 

It may feel counter-intuitive, but self-forgiveness actually stops you from spiraling out of control. 

Not all is lost

So, next time you find yourself with your hand in the cookie jar (if that's what you're trying to avoid), ask yourself this powerful question: 

"Where do I have a measure of control, influence, or leverage in this situation?" ( a can-control mindset). 

This will put you- instead of your desires- back in the driver's seat.

Bad habits in good company

Another hack you can use is to follow a bad habit immediately with a positive habit. 

You check your phone (again!) or stuff your face with chips - as soon as you become aware of what's happened (because we often don't even notice when it happens), do one pushup or meditate for one minute.