The neuropsychology of food consumption is a vast subject. This chapter concentrates on how value is established at the neurophysiological level and how it is related to behaviour. This is especially pertinent to the analysis of consumer choice, which refers here to being faced with two or more options, each of which has its own set of short and long term consequences that are in conflict with one another. Situations of choice arise principally when the expected outcomes of purchasing one commodity are relatively immediate, while those of a competing purchase are delayed, e.g., the taste reward of consuming a hyper-palatable food now as opposed to a healthier life enjoyed in the longer term.