When most of us think about hunger, we picture an empty stomach growling for food. But hunger isn’t just a physical signal - it is heavily influenced by the brain. In fact, much of what we call appetite is shaped by expectations, habits and environment, long before a single bite is taken.
Think about the smell of popcorn at the cinema, or a bakery display when you only popped in for coffee. Suddenly, you’re hungry. This isn’t your body calling out for nutrients - it’s your senses creating a learned response known as the cephalic phase. Just the sight, smell or thought of food can trigger salivation, stomach movement, and the release of hormones like insulin and ghrelin that drive hunger and fat storage.
Our environment today makes this even harder to manage. Food is everywhere - from petrol stations and supermarket isles to sporting venues and even hospitals. When cues surround us constantly, resisting becomes nearly impossible. That’s why one simple strategy is to limit exposure where you can. Skip the food courts, avoid watching cooking shows or food ads, and keep snacks out of the car or desk drawer. Out of sight really can mean out of mind.
Expectation also plays a surprising role. Studies show that it isn’t just calories that influence hunger, but what we believe about those calories. Participants told they were drinking an indulgent 600-calorie shake felt fuller and had lower hunger hormones than those told the same shake was a light 140-calorie option - even though both were identical. Labels matter. When foods are branded as “diet” or “lite”, our brains expect less satisfaction, and hunger soon catches up.
Other triggers include poor sleep, boredom and social cues. Even a single night of sleep deprivation can raise hunger hormones by 20% or more, doubling cravings the next day. And who hasn’t eaten simply because it’s the socially acceptable thing to do with friends? Choosing different social activities - a walk, a game of tennis, or even a catch-up in the park - can shift the focus away from food.
The takeaway? Hunger isn’t simply about energy needs. It’s shaped by the brain, your senses, conditioning and your expectations. By becoming aware of these triggers, you can begin to manage hunger in smarter, more sustainable ways.
