Current progress in the assessment of 'liking' vs. 'wanting' food in human appetite. Comment on '"You Say it's Liking, I Say it's Wanting ... ". On the difficulty of disentangling food reward in man'

Studies that make use of separate measures to capture ‘liking’ and ‘wanting’ components of food reward signal a paradigm shift in research on hedonic (over)eating in man. In a recent review, Havermans (2011) highlighted some key methodological and theoretical challenges faced by those working on this issue. Unfortunately, this selective reading of the recent literature in the field presents a skewed picture; but it should not dampen the building momentum. On the other hand the paper is a timely call for researchers to clarify some of the neological confusion that has inevitably been generated along the way. In this response to Havermans (2011), we offer a more robust review of current progress in the assessment of ‘liking’ vs. ‘wanting’ food in human appetite. The evidence supports important theoretical and practical implications for a dual-process account of food reward; the developing nature of the research means the majority of these remain tantalisingly unexplored.