His studies show that with infusions of various opiate-blocking drugs, preferences for foods high in fat and sugar decrease. He speculates that opiate blockers interfere with the ability to experience pleasure, including the pleasure derived from the tastes and textures of foods. If foods with pleasurable tastes and textures are used as a reward or to provide solace, a practice commonly begun in childhood and continued throughout life, then the psychological component for craving such foods grows even stronger. The desire for such items may reach stronger proportions during stressful times. Just as people learn to expect pleasure from certain foods, cravings for foods may be influenced by cultural associations.
Many people have strong expectations to have certain foods at certain times and places.
The deprivation of dieting also is believed to underlie cravings for certain foods. Unable to resist, they usually give in to their cravings. And once they give in, they frequently overindulge. How we make food choices is a complex issue. Beyond the basic issue of satisfying hunger, some of the most important physiological factors may be those of the food itself - taste, texture, color, aroma and temperature.