Eating under distracted conditions such as viewing television is associated with overeating and weight gain. Following evidence from earlier findings, in this issue Hoffman-Hensel et al. report a study in which they investigated the influence of distraction on intensity perception of low and high caloric food odors and neural responses to these food odors. Their findings suggest that distraction directly leads to decreased neural response in olfactory cortex and decreased intensity, and, indirectly to overeating, through a mechanism that then compensates for the decrease in strength of the olfactory signals. I discuss these results in a broader context of attention to odors.