about it.” So one might guess that the solution to this problem is to acquire knowledge—to encourage critical thinking so that reason trumps desire and so that critical reflection trumps unreflective habits. But that’s not Wansink’s antidote. In fact, he explicitly argues that the solution is not just a matter of mindful eating. “Thinking about it” will always be inadequate, like reading Wendell Berry in Costco, simply because so much of our action is not the outcome of a conscious, deliberative