By randomizing the order in which participants perform a cognitive test and a food choice task in a controlled experiment, we show that overweight and obese participants exhibit an anticipatory food reward effect. Eye tracking data revealed that temptation, in the form of visual attention, and emotional arousal was higher under low cognitive resources. The anticipation of food reward helped enhance the mental resources of overweight and obese individuals and improve their performance in a cognitive test. However, there was no anticipation reward among normal weight participants. Our results support the notion that rewarding processes underlying food intake present similar patterns to those behind other forms of addiction.