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| Foreword | |
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| Introduction: You Are the Target | |
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| Sugar, Fat, Salt | |
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| Something Changed … America Gained Weight | |
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| Overriding the Wisdom of the Body | |
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| Sugar, Fat, and Salt Make Us Eat More Sugar, Fat, and Salt | |
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| The Business of Food: Creating Highly Rewarding Stimuli | |
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| Pushing Up Our Settling Points | |
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| Sugar, Fat, and Salt Are Reinforcing | |
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| Amping Up the Neurons | |
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| We Are Wired to Focus Attention on the Most Salient Stimuli | |
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| Rewarding Foods Become Hot Stimuli | |
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| Cues Activate Brain Circuits That Guide Behavior | |
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| Emotions Make Food Memorable | |
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| Rewarding Foods Rewire the Brain | |
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| Eating Behavior Becomes a Habit | |
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| The Food Industry | |
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| A Visit to Chili's | |
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| Cinnabon: A Lesson in Irresistibility | |
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| That's Entertainment | |
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| The Era of the Monster Thickburger | |
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| No Satisfaction | |
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| Giving Them What They Like | |
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| What Consumers Don't Know | |
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| The Ladder of Irresistibility | |
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| The World's Cuisine Becomes Americanized | |
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| Nothing Is Real | |
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| Optimize It! | |
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| The Science of Selling | |
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| Purple Cows | |
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| Conditioned Hypereating Emerges | |
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| Overeating Becomes More Dangerous | |
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| What Weight-Loss Drugs Can Teach Us | |
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| Why We Don't Just Say No | |
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| How We Become Trapped | |
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| Conditioned Hypereating Emerges | |
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| Tracing the Roots of Conditioned Hypereating | |
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| Nature or Nurture? | |
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| Warning Signs in Children | |
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| The Culture of Overeating | |
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| The Theory of Treatment | |
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| Invitations to the Brain | |
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| Reversing the Habit | |
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| Rules of Disengagement | |
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| Emotional Learning | |
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| Food Rehab | |
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| The Treatment Framework | |
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| Planned Eating | |
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| Letting Go of the Past | |
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| Eating Is Personal | |
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| Avoiding Traps: On Obsession and Relapse | |
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| Making the Critical Perceptual Shift | |
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| The End of Overeating | |
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| �Our Success Is the Problem� | |
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| Industry Cracks the Code | |
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| Fighting Back | |
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| A Final Word | |
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| Q&A with Dr. Kessler | |
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| Endnotes | |
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| List Of Author Interviews | |
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| Acknowledgments | |
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| Index | |
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| About The Author | |