The goal conflict model explains why losing weight is difficult for restrained eaters.

They experience a conflict between eating enjoyment and weight control.

Extended exposure to palatable food makes eating enjoyment the dominant goal.

A dominance of eating enjoyment suppresses weight control intentions.

Experimental evidence is presented that supports the goal conflict model

Early theories of overweight and obesity (psychosomatic theory, externality theory, and boundary model of eating) assume that individuals with obesity overeat because their ability to recognize internal hunger and satiation cues is impaired. According to the boundary model of eating, this reduced sensitivity is a consequence of their consistent attempts to control (i.e., restrain) their food intake to keep to their diet. As long as they can focus on their food intake, they can be successful in their eating restraint. However, if their control motivation or ability is compromised (e.g., by strong emotions), they overeat. According to the goal conflict model of eating, restrained eaters overeat, because they enjoy eating. However, because they also want to avoid weight gain, their eating enjoyment goal is in conflict with their goal to control their weight. Although weight control is their focal goal, extended exposure to palatable food stimuli increases the cognitive accessibility of their eating enjoyment goal, until it becomes the dominant motive resulting in overeating. This model cannot only account for all empirical findings of research conducted to test the boundary model (including findings inconsistent with that model), but makes also novel predictions that have been supported by empirical research using methods of cognitive psychology.

© 2022 The Author(s). Published by Elsevier Ltd.