When it comes to certain comfort foods, your brain has been imprinted with food memories. These memories evoke what might best be described as a kind of reminiscent tasting that I call “mind-tasting.” With mind-tasting the thought of a specific food enters your mind and you virtually begin to taste the food—in your mind! And don’t think this is simply a passive thinking process; studies show that the pleasure centers of the brain light up when binge eaters simply look at a picture or smell their binge food. These experiments demonstrate that visual as well as olfactory cues create the same biological changes in the brain that eating the same food would (which is why Cinnabon’s intense aroma has been so successful at shopping malls). Try this: Imagine taking a spoonful of your favorite ice cream. Recall the taste, texture, temperature. Now switch to another flavor. Can you, in your mind, taste the difference? I don’t need to tell you how powerful mind-tasting can be.