"Something is wanted -- either a constitution or a piece of sturgeon under horseradish sauce." M.E. Saltykov-Schedrin (19th Century)

Eating for Reward: it can be not about food at all.

In the late 50s, the classic experiments by Dr. Olds shook the world. He implanted electrodes into certain regions of rat brains and taught the rats how to press lever to stimulate these regions with weak electric currents. Rats stopped doing anything but pressing the lever till their death from complete starvation. The Positive Reward theory was born. It turned out that anything pleasurable in life did related to these "Centers of Pleasure" -- sex, alcohol, drugs of abuse -- all that mankind has invented in its hedonic journey, were but attempts to stimulate these brain regions.

We know that eating will produce a pleasant sensation so often we eat even though all we need is comfort. The truth is, exercise, sauna, cold shower, massage, pleasant odors, and mental efforts (workoholism is real!) -- all increase Endorphin level while only eating, especially when your body does not need it, will cause extra pounds of fat to collect in your body's store.

"A mechanism for opiate [e.g. endorphin] mediation of food intake was postulated. It starts with a feeding initiating signal, which produces activation of the receptors, thereby inducing eating. Eating produces a circular reaction starting with hedonic input from the eating [process]. This, in turn, produces reward, which causes further eating, completing the circle" [Soc. Neurosci. Abstr. 18:369; 1992].

Fasting can be as rewarding

The tricky thing with endorphins is that there are pairs of releasers resembling a thesaurus' antonyms: exercise does the same os its antonym sleep, pleasure goes together with pain, local blood flow increase does the same to endorphin release as the local lack of oxygen. The eating-fasting pair also exists. Many people reported elation when they skipped breakfasts. Religeous fasters experience euforia.

"Severe food restriction produces opiate activity, which is reinforcing. Feeding interrupts the opiate activity and, thus, produces withdrawal. Not eating, therefore, is rewarding." [Appetite 19:1-13; 1992].

Tips About Rewards

Before eating whatever you think you crave, try other rewards. Buying fresh flowers can be a better answer than a bowl of Rocky Road. Exercise, go to sauna, take a cold shower, invest in a massage device, buy a vail of perfume, enjoy a book...

Try periodic fasts. After resuming eating, your taste buds will be satisfied with lesser taste intensity thus reducing the taste influence on the body weight set point.