One explanation for the link between food cue exposure and (over)consumption is that food cues “grab” attention. According to Berridge's (2009) Model of Food Reward, eating is a rewarding experience. Because of a continual association between food cues and the rewarding experience of eating, these cues become reinforcing. This classically conditioned association makes environmental food cues salient and attractive. As a result, they automatically capture (i.e., bias) attention, which then guides behaviour toward food acquisition and consumption.