Do you eat to live or live to eat? We have a complicated relationship with food, influenced by cost, availability, even peer pressure. But something we all share is appetite – our desire to eat. Increased appetite might have a physical or psychological dimension, but while hunger – our body's way of making us desire food when it needs feeding – is a part of appetite, it is not the only factor. After all, we often eat when we're not hungry, or may skip a meal despite pangs of hunger. Recent research has highlighted that the abundance of food cues – smells, sounds, advertising – in our environment is one of the main causes of overconsumption.