New research indicates that hunger enhances the brain's ability to simulate the taste and sensory experience of eating food.
Mental imagery related to food is not fixed and varies in vividness depending on a person's current hunger state and motivation.
While repeatedly imagining a food can reduce its mental appeal, it does not diminish the actual enjoyment of eating the real item.
Understanding these mental processes helps explain why cravings become more intense and why willpower alone can be difficult to maintain.