There’s a difference in the mindset of eating something healthy and not eating junk food.
Most diets focus on the latter–don’t eat the marshmallow. Which in turn causes stress.
According to Science, “Changes in gene expression may help explain why so many diets fail. Dieting increases stress sensitivity, and stress makes us seek out rewarding things like high-fat, high-calorie “comfort” foods.”
Our brains are working against us. We are stressed we want to be comforted. If we are doing well, we want to be rewarded.
We know taking something away is far more painful than getting something in return. Understanding how the brain works and you can be better prepared for the challenge to come. (Not just with dieting.)