Scientists discovered that people who try to diet fall into two groups based on how their brains respond to tempting foods. Some dieters can easily ignore cravings when they’re full, while others struggle with constant desire for high-calorie snacks no matter how satisfied they feel. The difference isn’t about how much they enjoy eating—it’s about how badly they want the food in the first place. This finding helps explain why some people succeed at dieting while others find it nearly impossible, even when they’re equally motivated to lose weight.

The Quick Take

  • What they studied: How people who diet experience cravings for unhealthy snacks, and whether their desire for food changes when they’re hungry versus full
  • Who participated: 59 adults who actively try to restrict what they eat for weight loss or maintenance, divided into two groups based on how easily they stick to their diet rules
  • Key finding: People who struggle with dieting show stronger cravings for junk food even when they’re full, while successful dieters can reduce their cravings once satisfied. Interestingly, both groups enjoyed the taste equally—the difference was purely about wanting the food
  • What it means for you: If you struggle with constant food cravings despite trying to diet, your brain may be wired differently than successful dieters. This isn’t a personal failure—it suggests you might benefit from strategies that target cravings rather than just willpower

The Research Details

Researchers recruited 59 adults who actively try to control their eating habits. They split them into two groups: those who can stick to their diet rules fairly well, and those who frequently break their diet rules. Each person rated how much they wanted to eat high-calorie snacks (like chips and cookies) and how much they enjoyed them in two situations: when they were hungry and after they had eaten until full. By comparing these ratings between the two groups and between hungry and full states, the researchers could see which group’s cravings changed the most when they became satisfied.

The study focused on two separate concepts: wanting (the drive to eat something) and liking (how much you enjoy eating it). This distinction is important because you can want something without necessarily enjoying it, or enjoy something without desperately wanting it. The researchers measured these separately to understand which one was causing problems for people who struggle with dieting.

Understanding why some dieters struggle more than others is crucial because it shows that willpower alone may not be the answer. If the problem is that certain people’s brains are more sensitive to food cues and harder to satisfy, then telling them to ’try harder’ won’t work. Instead, they might need different strategies—like avoiding triggers, changing their environment, or getting professional support. This research moves us away from blaming people for failing at diets and toward understanding the actual brain mechanisms involved.

This is a preliminary study with a relatively small group of participants (59 people), so the findings are promising but not definitive. The researchers carefully measured both wanting and liking separately, which is more sophisticated than just asking people if they like food. However, the study only looked at one moment in time with snacks in a lab setting, not real-world eating over weeks or months. The results suggest important patterns, but larger studies would be needed to confirm these findings apply to most people.

What the Results Show

The most important finding was that people who struggle with dieting (high-disinhibited restrained eaters) showed significantly stronger cravings for high-calorie snacks compared to successful dieters, and this difference appeared whether they were hungry or full. When researchers looked at what happened when people transitioned from being hungry to being full, successful dieters showed a much bigger drop in their cravings—their wanting decreased substantially once they were satisfied. In contrast, people who struggle with dieting maintained their strong cravings even after eating, suggesting their desire for food doesn’t turn off the way it should.

Interestingly, when asked how much they actually enjoyed eating the snacks, both groups gave similar ratings. This is a crucial finding because it means the problem isn’t that struggling dieters enjoy junk food more—it’s that they want it more intensely. The enjoyment (liking) was comparable between groups, but the craving (wanting) was dramatically different.

These patterns held true across both hungry and full states, suggesting that people who struggle with dieting have a fundamental difference in how their motivation system responds to food cues. Their brains appear to be stuck in a ‘wanting’ mode that doesn’t properly adjust when their body is already satisfied.

The study also revealed that the change in liking ratings from hungry to full was similar for both groups—meaning everyone’s enjoyment of the snacks decreased somewhat when they were full. This suggests that the pleasure system works similarly in both groups. The key difference is really about motivation and desire, not about taste preferences or enjoyment. Additionally, the researchers found that this pattern of high wanting was consistent across different types of high-calorie snacks, suggesting it’s a general pattern rather than specific to certain foods.

This research builds on a theory called incentive-sensitization theory, which proposes that addiction-like behaviors (including food addiction) involve a split between wanting and liking. Previous studies in addiction research have shown this pattern, but this is one of the first studies to clearly demonstrate it in people who diet. The findings align with earlier research suggesting that some people may have a form of food sensitivity similar to addiction, where their motivation system becomes hypersensitive to food cues. This study provides behavioral evidence supporting what brain imaging studies have suggested.

The study had several important limitations. First, it included only 59 people, which is a relatively small sample. Second, it was conducted in a laboratory setting where people rated snacks but didn’t necessarily eat them in a natural environment. Real-world eating involves many more factors—emotions, social situations, stress, and habits—that weren’t captured here. Third, the study only measured wanting and liking at two time points (hungry and full), so we don’t know how these patterns play out over days or weeks. Finally, the study didn’t measure actual eating behavior, only the desire and enjoyment ratings, so we can’t be certain these patterns predict real-world dieting success.

The Bottom Line

If you struggle with constant food cravings despite trying to diet, this research suggests that strategies focused purely on willpower may not be effective for you. Instead, consider: (1) Environmental strategies—removing tempting foods from your home and avoiding places where you’re exposed to food cues; (2) Distraction techniques—when cravings hit, engage in activities that occupy your attention; (3) Professional support—working with a therapist or counselor who specializes in eating behaviors, as this may be a deeper pattern than typical dieting struggles. These recommendations are based on preliminary evidence and should be discussed with a healthcare provider.

This research is most relevant for people who have tried multiple diets and consistently struggle with cravings and breaking their own rules, even when they’re genuinely motivated to lose weight. It’s also important for healthcare providers, therapists, and nutritionists who work with people struggling with weight management. If you’re someone who can follow a diet relatively easily, this research may not directly apply to you. People with diagnosed eating disorders should work with specialized professionals rather than relying on general dieting strategies.

If you implement strategies based on this research, you might notice changes in your cravings within 2-4 weeks as you adjust your environment and develop new habits. However, changing deeply ingrained patterns of wanting and motivation typically takes 2-3 months to show meaningful results. Some people may see benefits sooner, while others may need longer. This is a marathon, not a sprint—be patient with yourself.

Want to Apply This Research?

  • Track your cravings separately from your eating. Rate your desire for specific high-calorie foods on a scale of 1-10 before meals and after meals when you’re full. Log this daily to see if your cravings decrease when you’re satisfied (which would be a positive sign) or stay high (which might indicate you need different strategies).
  • Use the app to set up environmental triggers: log when and where you typically experience strong cravings, then plan specific alternative activities for those times. For example, if you crave snacks at 3pm at work, schedule a 10-minute walk or call a friend instead. Track whether these substitutions reduce your cravings over time.
  • Create a weekly ‘craving pattern’ report that shows your average wanting ratings before and after meals. Compare week-to-week to see if your patterns are changing. Also track which environmental changes or alternative activities are most effective for you personally, since everyone’s triggers and solutions are different.

This research is preliminary and based on a small study conducted in a laboratory setting. It should not be used to diagnose or treat eating disorders or other medical conditions. If you struggle significantly with food cravings, eating behaviors, or weight management, please consult with a qualified healthcare provider, registered dietitian, or mental health professional. This information is for educational purposes only and does not replace professional medical advice. Individual results may vary, and what works for one person may not work for another.