Most fail b/c unsustainable, prime factor lack of knowledge + skills necessary to diet sensibly. Set unrealistic targets, expect to lose weiht quickly - not realistic. Motivation declines, regain weight, more demotivating.
More restrictive, more likely to fail - low calorie diet, unpleasant side effects, loss of motivation, abandonment of diet.
Bio role - ghrelin, stimulates appetite, hungry people even hungrier when dieting, increases chances of abandoning diet.
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