Abstract

Economic and market conditions in North America and Western Europe generally allow the inhabitants to select their diets from among hundreds of food items, yet they consistently consume 35–40% of their energy as fat. It is unclear why humans in a free-choice situation choose to consume fat at this level and, correspondingly, why compliance with recommendations to reduce fat intakes has been so poor. A better understanding of the physiological and psychological mechanisms underlying this behaviour could have important implications for nutritional counselling and the production and acceptance of reduced-fat products.

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