- Meals may seem less worthwhile if they do not have a high volume and/or calorie to price and/or effort ratio.
- Paying the same amount of money for a smaller meal may seem less valuable or economically desirable, and people may have a desire to "get their money's worth".
- People might feel more compelled to eat more than they otherwise would when participating in more open-ended, buffet-style dining, in order to justify the cost.
- Food may be viewed as a form of entertainment or reward, with "treating" oneself with "guilty pleasures" often forming the justification for indulging.
- Exciting the palate may be considered one of the primary reasons for eating.
- Nearly all food advertising emphasizes the pleasure of eating certain foods, which may be an indication of consumer motivations when buying these foods.
- Food can be highly rewarding, and some proportion of over-consumption could be the results of self-medication of mental illness, such as depression and/or anxiety.