Why do we get cravings?

With every diet, however tasty the food, however, committed you are, unless you are superhuman, there will be times that you give in to cravings. This is normal. Yet, the frequency and duration of an overeating episode will determine how successful you are with weight loss and weight maintenance. It may seem like there is nothing you can do about it – that you are completely out of control. This usually spirals into feelings of guilt, failure, and despondency, so you give up – feeling more miserable than ever.

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