Lots of times, especially when a person experiences a craving for a food they think is unhealthy,
those cravings are aggressively suppressed. Like trying to hold an inflated soccer ball underwater, the craving — once forgotten about — inevitably bobs back up to the surface. The attempt at suppressing the need for a certain food only causes the desire to return more forcefully, fueling a vicious cycle of frustration and a lack of satiation.