Why are behavioral changes so difficult for humans? We implement them so often in research with animals. I guess we motivate behavioral changes in science with animals using fear or hunger – ie, if you don’t do this thing then you don’t get a cracker, or I’ll give you an electrical zap. But it’s morally wrong to treat humans over 18 like this. Under 18, it’s called parenting and it is exactly how behaviors are established. Over 18, and you are magically enabled to make your own decisions and in many cases, supported by parents or a loved one to choose your own path, however unsustainable it might be. There are trickle down problems as a result of “us” being so hesitant to change and lacking the motivation to improve ourselves. Doctors have a tendency to treat symptoms rather than root causes (when it comes to obesity). People tiptoe around real problems that their friends have in order to avoid an emotional conflict – a conflict that only occurs because of the lack of open-minded-ness for a potentially necessary change. We float along in the ease of the status quo… but why not change the status quo to a state of constant, intentional action? Take care of yourself. It’s literally all you’ve got.