“Yes . . . Damn!” effect, as it’s been dubbed by Gal Zauberman and John G. Lynch Jr., who are professors of marketing at the Wharton School at the University of Pennsylvania and the University of Colorado at Boulder, respectively. This occurs when we agree to a future commitment in the belief that we’ll have more free time later than we do now — and then, when it comes due, discover we still don’t have time for it.