People LIKE to think that we make choices, but in reality, we do especially not in the "here and now"...
People have too much faith in their chain of thought's influence on their actual choices.
There was once a study where people were in a brain-scan while getting yes or no questions and the results were studied. One of the things they found was that in the pattern of the immediate reaction after the question was asked the final answer was usually apparent so the choice was made and AFTER this the brain sprung to life.
This is only one of many studies that indicate that people don't need to "think" to know their answers, but rather thinks in order to justify their answers.
Freud had an oversimplified model of how the human mind works, which is pretty much on the nose. we have our "id" which is the subconscious. The superego which is the conscious mind, our actual thought processes and ideas. And... In the middle is the "Ego" which works as a gatekeeper... it is to reconcile the two sides into one single course of action.
We are fools when we think of our thoughts as our actual true nature considering how much evidence there is that our thoughts are usually less influential on our actual actions. For example the power of repetitions; Commercials... How different people think depending on cultural conditioning... and how much social situations influence us.
There is a study that shows that inherited traits probably have more to do when shaping our personality than upbringing.
And still, people think that keeping a low weight is about "will power". Will power exists, but it is only a temporary thing, in the long term habits, urges, etc. are often much more influential. And Maslow’s pyramid of needs seems to constantly keep true... if a "lower" need isn't fulfilled, then our subconscious will make us ignore all higher goals in life until it has been fulfilled.
Just my take...
love light and peace
ps/smoh