Diet and weight loss counselling currently places a lot of emphasis on personal choice and willpower however, according to Rush University Medical Centre, obesity should be viewed as a result of neurobehavioral processes - the way the brain behaves.
These processes are ways in which the brain controls eating behaviour in response to your environment.
“Even highly motivated and nutritionally informed patients struggle to refrain from highly palatable foods that are high in sugar, salt and unhealthy fats." said Brad Appelhans, PhD, clinical psychologist and obesity researcher.
The three neurobehavioral processes consistently implicated in obesity and overeating are 'Food Reward' and 'Inhibitory Control' as well as 'Time Discounting' – the human tendency to devalue delayed rewards.
The immediate pleasure from eating has a greater effect on decision making than the delayed health benefits of weight loss, the research concludes.
A few strategies recommended by the researchers include removing high fat foods from personal environments - so clear out the fridge if you want to be successful!