Your brain makes food decisions like an economist: weighing cost (effort, time) against expected reward. Research by Rangel shows the brain’s decision circuitry computes value based on effort and reward. Thaler and Sunstein’s work on “nudge” theory shows defaults drive choices. Lower cost + higher reward = more likely to choose. This is why convenient junk food wins. The solution: make healthy choices lower cost and unhealthy choices higher cost.
This companion covers neural economics, why junk food wins, restructuring the equation, the environment lever, and defaults. (4 min read)