The 'self conscious I' can make logical inferences about the future and decisions about one's own wellbeing that are sometimes at odds with our lower impulses w

The 'self conscious I' can make logical inferences about the future and decisions about one's own wellbeing that are sometimes at odds with our lower impulses which govern most of our behaviour, and that's mostly it I think. 'Hunger' is something that has been with us for 200 million years of evolution. 'Emotions' since the dawn of Mammals roughly. Developed cognition to the degree where we can even try to very conscientiously adapt our behaviour towards achieving goals - this is a very new thing. I think it makes a lot of sense that we 'really want to eat that cupcake, but also try not to'.