Even more problematic is the fact that weâre blind to at least some of our motivation much of the time. We may not fully understand where the desire to eat a certain food is coming from. Do I really love the salty taste of popcorn, or does my daily popcorn habit stem from nostalgia for the days when my family and I used to eat it during movie night? Changing, invisible, competing, and conflicting motivations make this element of behavior hard to pin down and control. This makes us even more frustrated when we fail in our efforts to motivate ourselves or others to make lasting change.