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Incorporating factors external to food into nutrition advice and weight management programs can help health professionals improve American eating behaviors. Twelve focus groups were conducted with a demographically representative sample tounderstandwhy theparticipants ate.Questions focused on (1) definitions and triggers of consumption occasions, (2) desired outcomes of each consumption occasion, and (3) emotional involvement surrounding each consumption occasion. Major themes emerged from the discussions, which included the differences between snacks and treats, the emotional and physical involvement of various eating occasions, the necessity or unimportance of hunger throughout eating experiences, and the positive and adverse influences of others during mealtimes, snacks, and treats. Because each individual, society, and population group is different and has unique dietary influences, understanding nuances becomes increasingly necessary to develop effective strategies and tailor advice. Nutr Today. 2017;52(2):80Y87 Measures are constantly taken to reverse our nation’s obesity trends, but unfortunately prevention and treatment efforts including behaviorally focused programs, pharmacotherapies, and weight loss surgeries often do not support sizable and sustainable results. Althoughbody composition and the tendency to store body fat are affected by our genes, obesity is primarily the result of energy imbalance (consuming more calories than expending), which is influenced by the emotional, psychosocial, environmental, and cultural influences that we encounter on a daily basis. Incorporating such factors external to food into nutrition advice and weight management programs is emphasized in the Dietary Guidelines for Americans, 2015Y2020. The Dietary Guidelines for Americans, 2015Y2020 specifically highlight the importance of meeting consumers where they are, addressing the many factors that we encounter in home, school, work, and community settings. To further understand these factors and help health professionals such as registered dietitian nutritionists improve American eating and drinking behaviors, an independent market research firm, commissioned by the International Food Information Council (IFIC) Foundation, examined why American adults start and continue eating and drinking through focus group discussions.