Professor Janet Polivy at Department of Psychology, University of Toronto has developed a theory about
False Hope Syndrome which she has applied to those faddy diets one sees in magazines and cheap TV programmes.
Quote:
People appear to behave paradoxically, by persisting in repeated self-change attempts despite previous failures. It is argued, though, that self-change attempts provide some initial rewards even when unsuccessful. Feelings of control and optimism often accompany the early stages of self-modification efforts. ...