Labelling foods as "good" or "bad" is one of the most commonly shared experiences from those who have a history of yo-yo dieting. Dietary Restraint Theory describes the shared experiences of dieters when they go off their diet or break their food rules. 1. The "What the Hell" Effect Dieters tend to evaluate their successes and failures of eating in terms of the current day. Success requires getting through the day with no violation of the diet. Even just thinking that y