The incentive-sensitization (IS) theory proposes that “wanting” (strong motivation), more so than “liking” (hedonic pleasure), drives compulsive consumption in both substance use and overeating. Importantly, “wanting” and “liking” are only distinct in the presence of relevant cues. Cues may also contribute to overeating by increasing feelings of hunger. We employed a simulated fast-food laboratory to test IS theory by examining the effect of environmental cues on eating behavior. We tested the following hypotheses: In a cue-rich compared to neutral environment, (a) wanting would be greater whereas liking would remain the same, (b) feelings of hunger would be greater, and (c) food consumption would be greater, a relationship mediated by elevated wanting and hunger. These hypotheses were supported in the current study. Thus, contextual cues may contribute to overconsumption through increased wanting and hunger. These findings have public health implications for overeating and obesity.
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