Most of our food likes and disliked are learned. Relevant forms of associative learning have been identified in animals. However, observations of the same associative processes are relatively scarce in humans. The first section of this paper outlines reasons why this might be the case. Emphasis is placed on recent research exploring individual differences and the importance or otherwise of hunger and contingency awareness. The second section briefly considers the effect of learning on meal size, and the author revisits the question of how learned associations might come to influence energy intake in humans.