I will, I won't, I want : what willpower is, and why it matters -- The willpower instinct : your body was born to resist cheesecake -- Too tired to resist : why self-control is like a muscle -- License to sin : why being good gives us permission to be bad -- The brain's big lie : why we mistake wanting for happiness -- What the hell : how feeling bad leads to giving in -- Putting the future on sale : the economics of instant gratification -- Infected! why willpower is contagious -- Don't read this chapter : the limits of "I won't" power -- Final thoughts