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Counterregulatory eating

Eating behaviour

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It was coined the "what-the-hell" effect by dieting researcher Janet Polivy in 2010. She describes this effect as the type of thinking which says, "What the hell, my diet's already broken, so I might as well eat everything in sight." It has been observed that reducing the guilt of overeating through self-forgiveness can mitigate counterregulatory eating.

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