Body weight is an issue of growing concern in Western societies, as the prevalence of overweight and obesity has increased markedly over the last decades. In many industrialized countries, more than half of the population is now considered too heavy (e.g., Ogden et al., 2006). As overweight and obesity are associated with severe health risks as well as negative social implications, many people try to regulate their weight by dieting. However, although such efforts at weight regulation are often successful initially, most dieters do not maintain their weight loss in the long term, or even regain more weight than they lost in the first place (Jeffery et al., 2000; see Mann et al., 2007, for a review). Apparently, it is very difficult for dieters to resist the temptation of eating attractive, high-calorie foods, even when these interfere with long-term health goals.
A number of theories have been proposed to explain the eating behavior of overweight people and of dieters in order to understand these failures of self-regulation. Most of these theories are based on the assumption that eating behavior is regulated homeostatically in response to signals of hunger and satiety, and that this mechanism is somehow disturbed in individuals withproblems in eating regulation, such as overweight people and dieters (e.g., Bruch, 1961; Herman & Polivy, 1984). The boundary model of eating regulation (Herman & Polivy, 1984), for example, suggests that while non-dieters eat in response to cues of hunger and satiety, dieters regulate their eating behavior by means of consciously controlled processes because they are insensitive to such homeostatic cues for eating.