Cravings are hedonic responses to food, characterised by their intensity and their specificity. Food cravings are extremely common, reported by the majority of young adults. They are closely associated with liking but not synonymous with increased intake. Structured interviews and prospective incident accounts of food cravings have succeeded in revealing a richness of information about their character, their antecedents and their consequences. In addition, laboratory investigations are adding to what is being learned from field and clinical studies. Taking dieting as an example of an assumed influence on food craving, the outcomes of crosssectional studies are mixed and unconvincing. Prospective and experimental research shows a clearer relationship. Dieting or restrained eating generally increase the likelihood of food craving while fasting makes craving, like hunger, diminish. Attempted restriction or deprivation of a particular food is associated with an increase in craving for the unavailable food. This relationship suggests a variety of underlying cognitive, conditioning and emotional processes, of which ironic cognitive processes, conditioned cue reactivity and dysphoric mood are prominent. Food cravings may also be self-attributions, accounting for why a highlypalatable but self-restricted food is (over-)consumed. Overall, the popularised account of cravings as elicited by specific nutritional need is having to give way to a more subtle and complex appreciation of human eating behaviour. A commonly-held view is that food cravings are expressions of bodily wisdom, elicited by need and serving to stimulate consumption of the required nutrient. This position is becoming increasingly contentious as new research evidence accumulates. However, the demand for a mechanical and unifying explanation of food craving means that non-confirming evidence is often marginalised or overlooked. The purpose of the present paper is to provide an update on these quintessentially psychological phenomena, to look again at the evidence on dieting and food cravings and consider the alternative underlying mechanisms.
The phenomenology of food cravingMost surveys find food cravings are extremely common events, and are reported by the great majority of young adult samples. Food craving is closely associated with liking, since the most-commonly-craved foods, such as chocolate, are highly palatable (Pelchat, 2002). However, craving is not synonymous with increased eating. Foods are frequently eaten without being craved for and craved foods are not always eaten. Similarly, hunger is not a precondition for craving. Instead, there are stronger links between mood and craving. Cravings that lead to episodes of binge eating, for example, are more likely to happen against a backdrop of reduced hunger but increased negative affect.So, what is a food craving? How is it defined? Craving is a problematic term for the addictions literature. It is a hypothetical construct, inferred from reports of subjective experience, changes in physiological sta...