Carr notes that there is a huge disconnect between what we want and what we actually enjoy. They’re different neurological processes. That’s why you can desperately crave, for example, an entire blueberry cheesecake, but when you actually eat it, it’s only OK. Or why you often don’t feel like going out with your friends at all — it seems like kind of a hassle — but when you actually see them, you have an amazing time.

So Carr recommends working to really notice and internalise that disconnect. He tells smokers to pay attention to their next cigarette. It’s like mindfulness but for noticing the unpleasantness. How does it taste? Not, “how did you imagine it would taste when you were craving it,” but how does it actually taste? Does it smell nice? Do your hands smell nice? How do you feel — do you actually feel more relaxed, or do you feel worse?

I need to tell myself this, but with eating junk food.