Because to experience the “payoff” of losing weight via diet and exercise takes time and effort. The gratification is a long way off.
To experience the “payoff” of a donut, you just shove it in your face hole.
This is why many people join structured diet plans, programs and support groups. The diet plan *supplies gratification* in the short term via positive encouragement and affirmation, to somewhat replace the gratification supplied by the food.
This is also why grinding out workouts doesn’t work for a lot of people. It’s pure work until the training starts to show results, and that could take awhile. Doing a fitness activity you *actually enjoy* is one way to counter this, particularly group activities.
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