Pavlovian Craving and Overeating: A Conditioned Incentive Model

Abstract

Food craving is an intense desire or urge to eat a certain food. It is under control of food-related cues, such as the sight, smell, and taste of one's favorite food items. It is argued that when the ingestion of food is associated with a rewarding consequence then the incentive value of that particular food increases and its sensory attributes become signals for satisfaction. This attribution of incentive value is the result of Pavlovian conditioning and is what makes certain food cues so desirable. Further, food craving reactivity reflects a central motivational state. It is suggested that cue exposure with response prevention may be a useful addition to weight loss treatment programs as it can teach one to handle strong urges to eat. Reducing exposure to food cues by regulating food marketing could further lower the number of occasions that food cravings are triggered.

Sustained behaviour change in healthy eating to improve obesity outcomes: It is time to abandon willpower to appreciate wanting

“…A behavioural consequence of these neurobiological findings is appreciating just how strong a reinforcer food becomes, both as a consequence (operant conditioning, as when an individual uses food as a reinforcer) as well as an unconditioned stimulus to establish nonconscious behavioural habits (classical conditioning, as in the phenomenon of cued eating). The implication of these data is that eating behaviour may not be like other behaviours, in that action tendencies that guide us towards poor food choices are mediated by active neurological systems that are supported by powerful learning paradigms in environments with high accessibility to unhealthy food.…”

Bias modification training can alter approach bias and chocolate consumption

“…In time, excessive consumption of these unhealthy foods can implicate the development of serious health problems (e.g., overweight and obesity, cardiovascular diseases; WHO, 2014a). One contributor to the consumption of unhealthy foods may be frequent exposure to food cues in the environment, through internet, television, billboards and vending machines (Havermans, 2013;Wansink, Painter, & Lee, 2006). Exposure to environmental food cues through these channels can trigger a desire to eat despite the absence of hunger, and over time, can result in biased processing (cognitive biases) that may contribute to consumption (Cohen & Farley, 2008;Havermans, 2013;Lake & Townshend, 2006).…”

“…One contributor to the consumption of unhealthy foods may be frequent exposure to food cues in the environment, through internet, television, billboards and vending machines (Havermans, 2013;Wansink, Painter, & Lee, 2006). Exposure to environmental food cues through these channels can trigger a desire to eat despite the absence of hunger, and over time, can result in biased processing (cognitive biases) that may contribute to consumption (Cohen & Farley, 2008;Havermans, 2013;Lake & Townshend, 2006). Therefore, a better understanding of these cognitive biases is required in order to develop appropriate techniques for reducing the consumption of unhealthy food.…”

The Psychology of Eating

“…In addition, there is increasing evidence that eating behaviors, e.g., food preferences, are shaped by gene-environment interactions in early childhood. Nevertheless, the role of experience, or learning (e.g., classic conditioning, observational learning), is critical in the development of young children's eating behavior, which may well carry over into adulthood (Havermans, in press). Thus, a better understanding of the developmental aspects of eating behavior is essential to understand eating behavior in adulthood.…”