Has it ever happened to you that you felt bad even though you made the right decision?

Our brains consist of two systems; system 1 (emotional brain) and system 2 (rational brain). Systems are not completely aligned.

Usually its the emotions that move us, that make us want something. The ratio merely figures out how we are about to achieve it.

The problem arises when ratio comes up with a wish, that don't product a positive emotional response. When we set out to pursue a wish (goal) that was the sole product of our rational mind, we don't "want" it. This is why we don't want to change the behavior even if we know that it is hurting us in the long run.