“What the hell,” I said. “I may as well…
- Exercise later
- Have the whole bag of popcorn
- Drink another glass
- Study my ass off a few days before the exam
- Quit smoking next week
- Start on Monday
- Start on the first of the month
- Start next year…”
Sound familiar?
Confession. I have said all of these things at one point or another during my life.
You may have never heard of the “What the Hell Effect” but I’d bet my bloomers you, like me, have careened down its slippery slope many, many times throughout your life. (You are human, I presume?)
In this article, we explore the psychology behind the “What the Hell” Effect and the strategies you can use to break the cycle, regardless of what your personal or professional goals are. Since Brainscape is a study app—and you’re coming across this article in the Brainscape Academy—I’ll focus on how the “What the Hell” Effect can cause the catastrophic derailment of study plans and academic goals.But this advice can and should be applied to any habit you’re trying to make or break.
This is where you’ll learn to stop the spiral of negativity and transform regret into resolve.
What is the "What the Hell" Effect?
The "What the Hell" Effect is a real bastard of a spiral; one where a single, tiny failure takes to your life like a match took to the Hindenburg. It's a psychological domino effect that sends your study goals, eating habits, exercise plan, financial aspirations, or career dreams to Hades.
The concept was first coined by psychologists Janet Polivy and C. Peter Herman. See? It’s not just you. So many humans on planet Earth struggle with the "What the Hell" Effect that trained psychologists have named and shamed it (and wrote a bunch of research papers on it).
What are the Psychological Mechanisms Behind the What the Hell Effect?
The "what-the-hell effect" is a cognitive bias rooted in an all-or-nothing mindset. This causes a minor lapse to spiral into full abandonment of your goals, which then leads to indulgent behavior. Thus is the cycle: indulgence, regret, and more indulgence, fueled by guilt and shame.
The trigger? The momentary loss of self-control after breaking a self-imposed rule:
- Not pausing the Netflix show to resume your studies when you said you would.
- Buying something you want—but don’t need—when you’re trying to spend less.
- Putting off the assignment you wanted to invest an hour into today.
- Tripping and falling and accidentally eating three whole muffins when you’re on a slow carb diet.
It’s human nature. When we experience failure, the psychological blow can make us abandon our goals. And once the limits are breached, feelings of hopelessness intensify, exacerbating willpower failures. After that, stress heightens the brain's fight-or-flight response, increasing vulnerability to temptation and weakening decision-making. Finally? Shame and guilt magnify future failures by eroding control and hope.
On the surface, you just ate three muffins. But beneath is a seething cauldron of guilt, shame, and hopelessness… and way too much insulin.
Told you the “What the Hell” Effect was a real bastard.
But enough of the problem. Let’s now look at the solutions…
Strategies to Break the "What the Hell" Effect Cycle
Now let’s dive into understanding the counterproductive allure of this phenomenon, exploring effective approaches to goal setting and realistic strategies to prevent willpower failures and loss of hope. After all, it’s not about never falling; it’s about learning how to rise each time we do.
Set Realistic Goals
Setting realistic goals is like planting seeds in fertile ground. It's essential to recognize potential stumbling blocks and acknowledge vulnerabilities upfront. This awareness helps strategize for when things don't go as planned, allowing flexibility to adapt to life's curveballs.
(Check out 'How to create a study routine that maximizes productivity')
A practical approach involves incorporating room—extra time, allowances, etc.—for occasional indulgences. If you’re trying to lose weight, this might look like having one “cheat day” per week. If you’ve got exams looking, it might look like one or even two rest day per week, where you don’t have to do any studying at all.
This builds a little time, space, and freedom into your roadmap, which can absorb the impact of any missteps, leaving you feeling a whole lot less guilty.
Also, viewing setbacks as integral to progress fosters resilience along the journey, making success less of a linear milestone and more of a harmonious development!
Use Goal Reminders
Our goals often become hazy as life unfolds, and using reminders becomes the tether that connects aspirations to action. Why are you doing this? What are you working towards? What’s your vision for your future self? Orientate yourself in that vision and small missteps won’t feel like catastrophic failures.
Pro Tip: If your goal is a learning-oriented one, you can set study reminders in Brainscape. Set it for the desired time of day and you’ll receive a gentle notification reminding you to keep your study streak alive!
Pause & Plan Before Reacting
When setbacks arise, impulsive reactions escalate the risk of plunging into the "what the hell effect."
So you need to pause. Breathe.
Learn. What happened? And then plan.
Space is essential for processing your initial emotions, which are probably all chaotic, hot, and twisty. Some ways to enforce this pause is to:
- Drink a glass of water
- Sit still and focus on your breathing for five minutes
- Take a walk around the block
Sure, you may very badly want to default to destructive behavior. But first, commit to the pause by doing one or all of the above. And only then, once you’ve done them all, see if you still want to…
- Take the rest of the day off
- Have another slice of cake
- [Insert indulgence here]
I can promise you that most of the time, taking a pause will preemptively halt the cycle.
Researchers like Roy Baumeister and John Tierney reveal that dieters often find that success stumbles on rigid regimes; breaking a single rule leads to a cascade of compromised self-regulation. But by being adaptable and giving yourself time, you can reclaim control from the “what the hell” effect.
(By the way, if your study habits could use improvement, the linked article will help you do that!)
Silence the Inner Critic
Although perceived as a voice pushing one towards improvement, inner critics more often than not strangle motivation, seeding negative cycles. A study in Self and Identity discovered that self-compassionate individuals are likelier to pursue growth and mastery goals, embracing failure as a springboard, not a pitfall. Thus, shifting from self-criticism to self-kindness is not just therapeutic but a constructive skill that neutralizes guilt.
Reframe Failures with Kindness
Failures are a natural part of any goal-oriented journey, but how we perceive and react to them makes all the difference. Imagine failures not as fatal endpoints but as inconvenient detours on your path to success. Approaching setbacks with self-compassion allows us to mitigate negative spirals and maintain our sense of competence and motivation.
What’s important is NOT that you fell off the wagon… it’s that you can glean an insight from the experience: a better understanding of where your triggers and vulnerabilities lie, whether those are within your study strategy, diet approach, or emotional landscape.
A Final Word on Conquering the "What the Hell" Effect
We've all experienced the ‘What the Hell’ Effect—a psychological pothole that turns minor setbacks into full-blown failures. I opened this article with a laundry list of all of mine, many of which I’m sure you relate to. The good news is there are many strategies to combat the ‘What the Hell’ Effect.
Start with realistic goals that challenge but don't overwhelm you. Understand that setbacks are not derailments but detours or even opportunities to learn more about where your vulnerabilities lie. When things get pear-shaped, pause first, even if it’s just for five minutes. Plan your next steps. Forgive yourself, because we're all human.
If you experiment with the tools discussed in this article, you will swiftly recover from any misstep and ensure that you continue chipping away at your goals.
I’m rootin’ for you!