Party party party 2 As we get older alcohol is added to the mix , further intensifying the link between fun and food . With alcohol comes sexual flirtation – as Shakespeare reminded us , ‘ Drink ... it addeth to the desire , but it taketh away the performance ’. Then we add the excitement of sexual flirtation , and the pleasure and pride of dressing up – you can see that food is now keeping some mighty powerful company . With each celebration , each party , each treat , the connection that we each have to food is given more depth and more meaning . By the time we reach adulthood , the association between food and having a party is irreversibly established deep in our mind . Food becomes one of the ultimate forms of reward that we can experience as a human being . Eating becomes ‘ party time ’. For many of us food is absolutely the ultimate form of reward in our day-to-day lives . More specifically , certain foods come to represent ‘ party time ’ better than others . Chocolate would be the old faithful in this regard . Think about the foods that cause you the most problems – your favorite stack-on-the-weight foods – how many of them are the foods you typically find at a party ? For many people I work with , eating their favorite or forbidden foods is really an escape from their stressful lives into their own brief little party . If you start to think through the last few paragraphs I think you can see the problem that arises when our doctor tells us , or we tell ourselves , that we have to stop eating those unhealthy foods and go and exercise more . Consciously we will think that is a good idea – we all want to be healthier and lose weight – but deep down in our unconscious , a much more powerful voice is quietly , but firmly , saying ‘ Nice idea , but it ain ’ t gonna happen – too many sacrifices in that plan .’ It ’ s a bit like being told you ’ re never going to party or have fun again ! For most people who then start to diet this is the beginning of a quiet rebellion .