" The result suggests that telling yourself 'I can have this later' operates in the mind a bit like having it now. It satisfies the craving to some degree—and can be even more effective at suppressing the appetite than actually eating the treat...the ones who'd postponed pleasure ate even less than the people who had earlier allowed themselves to eat the candy at will. "

― Roy F. Baumeister , Willpower: Rediscovering the Greatest Human Strength