Self control as described by Howard Rachlin comes about when people fail to come to terms that they have an underlying issue with immediate gratification off a long term reward. Someone who has a nicotine addiction, and is having a crappy day would be more then likely to have a cigarette to increase their mood. Once the nicotine wears off they will go back to feeling even worse often times. Having the willpower to quit an addiction like nicotine, food, and sex is very difficult for many people. People who are unable to control their urges sufer from the fear of conflicting outcomes that may come if they do or do not quit their addiction that they struggle with.