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Food reward is thought to comprise food 'liking' and 'wanting'. The distinction between 'liking' and 'wanting' is generally assumed to give a more detailed view on the regulation of appetite and to provide a better handle on determining what exactly is wrong in case of unhealthy dietary habits (e.g., binge eating). In response to Finlayson and Dalton (2011), I argue however, that after operationally defining 'liking' and 'wanting', one forgot to validate these measures. Such validation requires carefully formulating when and how 'liking' and 'wanting' are uncoupled. In the absence of a priori predictions concerning when and how 'liking' and 'wanting' should dissociate, interpreting any dissociation between supposed measures for 'liking' and 'wanting' as evidence for the independent functioning of 'liking' and 'wanting' processes is moot. (C) 2011 Elsevier Ltd. All rights reserved.