We can all relate to that temptation, a creamy cake that’s desired close to midnight or perhaps a yearning for something savoury after you just had a sumptuous meal. Cravings are a normal part of the human experience.

Studies show that more than 90 per cent of people experience them. The problem is how you deal with them. Some people eat whatever they want, while others feel controlled by their cravings and end up binge eating their favourite foods.

If you have ever had a craving and surrendered to it, you might blame it on a lack of self-control. Nevertheless, cravings are caused by a much more complex process that occurs in the brain. Let’s take a closer look at that.

What Causes Cravings?
Cravings are closely related to the brain’s reward system. When we feel hungry, for example, and satisfy that urge by eating something we like, our brain releases a feel-good hormone called dopamine. That hormone has a powerful impact on the brain. Over time, the brain learns to associate the behaviour with intense pleasure or relief, making us fall back into the cycle of feeling good every time we satisfy our urges with what we want.

Dopamine is a neurotransmitter of pleasure; in essence, it can begin to activate the brain’s reward centres long before a craving is even satisfied. For example, when someone is addicted to something, dopamine begins to be activated in the brain, which can trigger strong urges to consume a substance, food, or whatever you are addicted to, based on triggers like smell, a place where your craving occurred, or even a memory. Someone who craves fresh bread, for example, might begin to experience cravings when he walks by a bakery or simply comes across the smell of fresh bread.

Cravings can be deeply tied to a memory as well. For example, every time dopamine kicks in and provides relief or feelings of euphoria, the brain records where you were, who you were with, and how you felt. In essence, these memories are registered in the brain and can all become triggers that spark cravings long after your craving or addiction stops.

How to Cope with Cravings
A study conducted by Drexel University endeavored to learn more about the science of carvings. In the study, a group of people were instructed to carry around boxes of Hershey’s Kisses chocolates for two days. The researchers advised some people to ignore their cravings, others to notice and accept them; a third control group received no advice. 

At the end of the study, 30 per cent of participants in the control group who received no advice had eaten the chocolates, compared to 9 per cent in the group told to ignore their cravings. Among the participants who were told to acknowledge and accept their cravings, nobody ate the chocolates.

The study revealed an important fact: participants who were told to practice acceptance and mindfulness strategies were twice as likely to maintain a 10 per cent weight loss than those who were told to primarily focus on resisting their temptations and suppressing food thoughts. This reinforces an important point: acceptance and mindfulness are the keys to managing your cravings, whatever they might be, not suppression.

The next time an urge or a craving hits you, acknowledge it. For starters, identify your craving, and then observe how you feel about it; did your stomach grumble, for example? Were you anxious, or did you feel the urge to visit the kitchen? The key is to be open, don’t try to get rid of the experience. Next, pay attention to what happens in your body. Notice how the urge rises, crests, falls, and eventually subsides just like a wave in the midst of an ocean.

Obsessive cravings can sometimes spiral into addiction. By understanding how the brain functions, you can meet your urges with compassion and patience, managing them effectively without trying to force them away.

David Messiha | Staff Writer