When individual deliberately restricts food intake to diet they become more preoccupied with thoughts of food rather than less
Wegner - when pps told not to think about a white bear, most of them did.
Applying this to dieting - when ind labels food as forbidden it makes the food stand out more
Meaning they're more likely to think about the food because they're trying not to think about the food
---> leads to disinhibited eating, loss of self control = failure of diet