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  Why Eating the Food You Crave Does Not Always End the Craving Few things are more confusing during weight loss than finally giving in to a food craving and discovering that the craving has not actually disappeared. You may spend hours thinking about chocolate, ice cream, chips, pizza, cookies, or another favorite food. Eventually, you decide to eat it because you expect that satisfying the craving will allow you to move on. Instead, you finish the first portion and find yourself thinking about having more. This experience can be particularly frustrating when you are trying to lose weight. You may wonder why eating the food you wanted did not provide the satisfaction you expected. If the craving was simply caused by wanting that particular food, it seems logical that eating it should make the desire disappear. However, food cravings are more complicated than a straightforward signal that your body needs a specific food. A craving can be influenced by physical hunger, the rewardi...