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Physiologically, people overeat because what Dr. Jolliffe calls the `` appestat '' is set too high.

The appestat, which adjusts the appetite to keep weight constant, is located, says Jolliffe, in the hypothalamus -- near the body's temperature, sleep and water-balance controls.

Physical exercise raises the appestat.

So does cold weather.

In moderate doses, alcohol narcotizes the appestat and enhances appetite ( the original reason for the cocktail ) ; ;

but because liquor has a high caloric value -- 100 calories per oz. -- the heavy drinker is seldom hungry.

In rare cases, diseases such as encephalitis or a pituitary tumor may damage the appestat permanently, destroying nearly all sense of satiety.