When we have a tub of ice cream or skip the morning run, the first order consequence is pleasure, which is immediately felt after having a sugary dessert or in avoiding the pain of expending physical energy. 

However, the second and third order consequences of these acts are going to be painful in the longer run as a result of the effects on overall health.

As a thumb rule, the farther we can prolong pleasure to, the better our decision is over that time horizon.