Cravings are often misunderstood. If I had understood more about the psychology behind cravings and appetite earlier in my life, I could have saved myself a great deal of stress, shame, and money.
Let’s be honest — nothing is getting cheaper. If I had invested all the money I’ve spent over the years on chocolate, snacks, and alcohol, I would probably be healthier, happier, and richer.
If you’ve ever experienced overwhelming urges to eat certain foods, or you struggle to manage your appetite despite your best intentions, this article is for you.
Understanding how cravings actually work removes a huge amount of shame. It also explains why trying to resist cravings through willpower alone rarely works — and often makes things worse.
In this article, we’ll explore how cravings form, why appetite changes under stress, and how psychological factors shape eating behaviour.
“Cravings are signals, not failures.”
Cravings Are Not Random
Cravings don’t appear out of nowhere.
They are influenced by a combination of factors, including:
- Stress levels
- Emotional state
- Mental fatigue
- Habit loops
- Past experiences with food
- Food additives and engineered flavour combinations
- Highly rewarding ingredient mixes (for example, sugar + fat)
The brain’s primary job is survival. It wants you functioning, stable, and capable of coping.
When emotional or cognitive load increases, the brain looks for fast relief. It needs to stabilise you quickly — and food is one of the most effective tools available.
This is why cravings often show up when:
- You’re tired rather than physically hungry
- You’ve had a demanding or stressful day
- You finally slow down in the evening
Cravings are adaptive responses, not character flaws.
I know this pattern well. I could eat well all day and exercise regularly, but come 9 p.m., the pull towards chocolate felt almost impossible to resist. I’d promise myself one square — and that promise rarely lasted.
Appetite Is Regulated by the Brain, Not Willpower
Appetite is not controlled solely by hunger.
It is regulated by a complex interaction between:
- Hormones
- Stress responses
- Emotional state
- Cognitive load
Under stress, the brain prioritises immediate comfort over long-term goals. Weight loss plans, exercise routines, and good intentions are quietly postponed.
This is why people often experience:
- Increased appetite during stressful periods
- Cravings for specific comfort foods
- Difficulty feeling satisfied even after eating
Trying to override this system with willpower ignores how appetite regulation actually works.
Why Stress Increases Cravings
Stress changes how the brain evaluates reward.
When stressed:
- Emotional regulation weakens
- Impulse control decreases
- The brain seeks faster dopamine responses
Highly palatable foods — especially chocolate, ice cream, and processed snacks — deliver quick neurological relief. The relief feels real, but it is temporary.
Many of these foods are intentionally designed to be addictive, which intensifies cravings and reinforces emotional overeating cycles. This often leads to guilt and shame, further strengthening the pattern.
The body is not asking for more food — it is asking for relief.
This perspective aligns with well-established research into stress, appetite, and emotional eating
Habit, Memory, and Learned Appetite
Cravings are also learned.
Over time, the brain associates certain foods with:
- Comfort
- Safety
- Relaxation
- Reward
Once these associations exist, cravings can be triggered by:
- Time of day
- Location
- Emotional states
- Environmental cues
This does not mean habits are permanent. It means they are predictable.
And predictability creates the opportunity for change.
Emotional Overeating and Appetite Confusion
One of the biggest challenges people face is distinguishing between:
- Physical hunger
- Emotional appetite
Physical hunger builds gradually and can be satisfied by many foods.
Emotional appetite feels urgent, specific, and mentally driven.
When emotional appetite is mistaken for physical hunger, emotional overeating cycles become stronger. Understanding appetite psychology is therefore a powerful form of emotional overeating self-help.
Why Restriction Backfires
Strict control strategies often increase cravings rather than reduce them.
Psychologically, restriction:
- Heightens focus on food
- Increases perceived reward value
- Strengthens rebound eating
This is not a lack of discipline — it is a predictable response to deprivation. The brain wants what it believes is being denied.
Awareness-based approaches work better because they reduce internal pressure instead of increasing it.
A More Helpful Way to Respond to Cravings
Instead of asking, “How do I stop this craving?”, a more useful question is:
“What is this craving responding to?”
Sometimes the answer is physical hunger.
Other times it is stress, fatigue, boredom, or emotional overload.
Once you identify the root cause, you can respond more appropriately.
One tool I’ve found helpful is the WOOP method, developed by Gabriele Oettingen. It works by creating simple if-then plans.
For example:
If I reach for chocolate at 9 p.m. because I’m tired and bored, then I will turn off the TV and read a book.
The steps are simple — but stepping out of familiar patterns often requires more courage than we expect.
Summary: Understanding The Psychology Behind Cravings And Appetite Changes Behaviour
Cravings are not failures. They are signals shaped by stress, emotion, habit, and brain chemistry.
By understanding the psychology behind cravings and appetite, it becomes easier to respond thoughtfully rather than react automatically. This approach supports sustainable change and helps weaken emotional overeating cycles without guilt or rigid control.
When we begin to adopt a detective mindset — asking better questions about our behaviour and lifestyle — meaningful change becomes possible.
If you’d like to explore this way of thinking further, you can learn more about developing a detective mindset on our sister site: BestSherlock.
Next Article:
Behavioural Patterns in Overeating
If you want to go deeper, the next article explores the behavioural patterns behind overeating and why certain habits repeat even when motivation is high.