How do you do that?

Engineer the food to be extra-rewarding and hard to stop eating. People eat more, and buy more, and then lie awake at night thinking about how they could totally go for an ice cream sundae with sprinkles right now… If you’re a savvy marketer, you might also invent new opportunities for people to eat. Like… at movies. In the car. “Snacktime” before, during, and after school. In front of the TV.

At sports events. Before, during, and after workouts. Late at night (which is usually where processed foods excel). And so on. Social norms and our environment also affect where, when, how, and how much we eat. Now that food and food cues are everywhere, all the time, it’s hard to avoid wanting to eat, and hard to know when to stop eating.