The “what-the-hell” effect
The "What-the-Hell" Effect: How One Bite Turns Into a Full-On Feast
You’re doing great on your healthy eating plan, feeling like you’re finally getting into a rhythm. Then, bam! You take a bite of that chocolate cake (you know, the one you swore off) and suddenly, your inner dialogue goes something like this:
“What the hell, I’ve already blown it. I might as well eat the whole thing!”
Sound familiar? If you've ever experienced this sudden, “Oh well, I’ve ruined it” moment, you’ve been hit with the infamous “What-the-Hell” effect. It’s a sneaky little pattern that many of us fall into, especially when we’re trying to stick to a strict eating plan or diet. But here’s the thing: it’s totally normal—and actually a bigger issue than just that slice of cake.
What Is the “What-the-Hell” Effect?
At its core, the What-the-Hell effect is a reactive mindset. You’ve just had a “slip-up” (aka, a bite of something that wasn’t on your list of “allowed” foods) and instead of just letting it go, you think, “Why bother trying anymore? The day is already a mess, so I might as well go all in!”
This mindset leads to a kind of all-or-nothing thinking. The moment you stray from your plan—whether it’s a single cookie or a plate of fries—it feels like the entire effort has been derailed and you’re never going to reach your desired goal. The “damage,” as you might call it, is already done, so why not go full steam ahead?
It’s the eating equivalent of "Well, I’m already late for the party, I might as well not go at all." Or in this case, "I’ve already eaten one thing I shouldn’t have, so I might as well finish the whole tray."
Why Does This Happen?
As humans, we often feel more at ease with things being black and white, rather than in shades of grey! That all-or-nothing mindset can feel reassuring when it comes to food choices. It's easy to think you're either "on" track or "off" track.
But the truth is, life—and eating—isn't perfect. Plus it's those grey areas that make life so much more interesting.
The "What-the-Hell" effect happens when we feel stressed, deprived or unhappy about the choices we’re making about the food we’re eating. Society tells us to avoid certain foods, resist temptation and control our urges. But we’re not robots and it’s hard to always act that way. So, when we struggle, one small mistake can lead to a wave of negative feelings, making it easy to think, “If I can’t be perfect, why bother?”
The Real Problem: Overeating in Response to a Small Slip
Here’s the kicker: the “What-the-Hell” effect doesn’t just lead to one bad choice—it can snowball. One “off-limits” food turns into several and before you know it, you’re eating mindlessly to avoid the guilt. Suddenly, the whole day or even week feels like a lost cause.
But here’s the truth: What and how much you eat doesn’t define who you are or what you are capable of achieving. It’s just a sign that the approach you’re using is not the right one for you.
How to Break the Cycle
1. Stop restricting. Without rules and restrictions, there’s no need for the “What-the-Hell” effect. When you know you can eat anything you want, whenever you want, the urge to overeat fades.
2. Allow yourself to enjoy all food, but do so mindfully. Slow down and really savour it. I even have a free 5-day challenge to help you practice this!
3. Practice self-compassion. If you eat more than you planned, be kind to yourself! You’re not a robot. Remember, you’re learning a new way to be and that takes time.
4. Know what you value. What’s important to you? What values drive your food choices? Plan how you eat so it aligns with your values.
The Fix
The "What-the-Hell" effect happens when we restrict or when we're trying to control what we eat. This way of thinking about food creates a feeling of pressure, making it easy to slip into an all-or-nothing attitude.
But when you shift the focus from trying to control what you eat to listening to your body’s natural cues—like hunger, fullness and cravings—there’s no need for the “What-the-Hell” response anymore. You begin to trust yourself and your choices, letting go of guilt and shame that often accompany food decisions.
Instead of aiming for perfection, focus on honouring your body. When you listen closely, your body will guide you and tell you what it truly needs.
It won’t push you to overfill it or eat beyond fullness. Instead, it will encourage you to nourish it in a way that leaves you feeling satisfied and energised.
Reconnecting with your body’s signals (your perfect gauge) will help you break free from the cycle of restriction and overeating and food can once again become truly enjoyable.
References: Polivy, J., Herman, C. P., & Deo, R. (2010). Getting a bigger slice of the pie. Effects on eating and emotion in restrained and unrestrained eaters. Appetite, 55(3), 426-430.