Adherence
Obese individuals exhibit heightened incentive motivation (desire/willingness to work for food) and physiological responsiveness to food cues compared to lean individuals, despite not necessarily reporting higher hedonic liking (pleasure).
Focus less on whether you 'like' the food more than others, and more on how your environment triggers your desire to eat. Obese individuals often show higher 'incentive salience' (willingness to work for food) when exposed to cues. Managing the visibility and availability of food cues may be more effective than relying on willpower or taste preferences alone.
Although both groups gave these different rewards equivalent hedonic ratings, the food reward had much greater reinforcement value for the obese women (in terms of willingness to work harder for it using a computer task)... Obese women also showed decreased rate loss of responsiveness (salivation) to repeat presentations of food cues, suggesting that the foods had a longer-lasting potency as a stimulus.
Why this rating
The paper cites multiple converging lines of evidence (behavioral tasks, neuroimaging, physiological measures) from peer-reviewed studies.
Source
Determinants of Food Choice: Relationships with Obesity and Weight Control
David J. Mela · Obesity Research · 2001
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