“The outcome – eating food that had once made them ill – was no longer a deterrent to repeated motor activity. That’s an experience familiar to people as well, including me. In the past, eating too much pizza has made me feel ill, but that did not prevent me from eating it again. The more rewarding the food, the stronger the learning experience that creates the automatic behavior. That’s the danger of habit”.
Not only food, but probably also human relationship as well…
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Kessler, D. A. (2009). The end of Overeating : controlling the insatiable American appetite. New York: Rodale Inc. (64)