The reinforcing value of food, measured by how hard someone is willing to work to obtain food, is influenced by food palatability, food deprivation and food variety, and may be a more powerful determinant of food intake than hedonics or liking. The reinforcing value of food is mediated in part by dopaminergic activity. Genotypes that influence dopamine transport and the density of dopamine D2 receptors interact with food reinforcement to influence eating behavior, and D2 receptor genotypes may influence food reinforcement and weight gain after smoking cessation. Inhibition of dopamine transport increases brain dopamine concentrations, which may influence weight gain after smoking cessation and can reduce energy intake in obese adults.