Binge eating is a hallmark feature of several types of eating disorders, including bulimia nervosa, anorexia nervosa (binge/purge type), and binge-eating disorder, and is associated with numerous harmful consequences. For decades, researchers have sought to understand what maintains and reinforces this behavior in the face of such profound negative consequences. In this context, researchers have focused on the binge-eating behavior itself, and given little consideration to what may be a crucial part of the process: anticipating or planning binge-eating episodes. In this article, we discuss binge anticipation, its potential reinforcing value, and methodologies which would allow researchers to investigate this potentially critical process in individuals who binge eat. © 2016 Wiley Periodicals, Inc. (Int J Eat Disord 2016; 49:539-541).