Experimental procedures. A, Subjects made decisions about whether to eat snack foods varying in taste and health in two separate sessions: NC, in which they were instructed to respond naturally, and SCC, in which they were financially incentivized to lose weight to provide a motivation to exercise dietary self-control. Adherence to the weight loss incentive was measured in a separate final behavioral session. B, Procedure for each EEG session. In Part I, subjects rated each food on taste and health. In Part II, subjects decided whether or not they would like to eat each food at the end of the experiment while their EEG responses were recorded. In Part III, the choice made by the subject in a randomly selected trial was implemented. C, Sample stimuli and screens from the decision-making task.