Yes, I agree. I strongly suspect it's the main reason why exercise is useful for weight loss. It doesn't burn many calories but it makes you start thinking about yourself as someone who cares about his level of fitness.

So when you are faced with a tempting plate of nachos, you can think to yourself "I am a fitness buff and fitness buffs don't put that kind of junk into their bodies." From a logical perspective it's a silly argument but it does seem to make it easier to resist that kind of temptation.