"... but its presence on the menu leads us to swing over and pick something that’s worse for us than we normally would," explains Gavan J. Fitzsimons, a professor in consumer psychology at Duke University.
And economist Thomas C. Schelling wrote, in “Choice and Consequence”: “People behave sometimes as if they had two selves, one who wants clean lungs and long life and another who adores tobacco, or one who wants a lean body and another who wants dessert... The two are in continual contest for control.”
From a news analysis piece in the NYT called "Why Healthy Eaters Fall for Fries." What's the agenda? I suspect they want to deprive us of choice. We can't handle it.