Everyone gets hungry—the kind where eating anything will suffice. But cravings? They are different. Cravings are intensely specific. Instead of just wanting food, you want something precise—barbecue potato chips, cookie dough ice cream, or a particular brand of chocolate.
For many, food cravings are occasional indulgences. But for some, they can become overwhelming, contributing to binge-eating episodes, obesity, and feelings of guilt or shame. Understanding where food cravings come from and what drives them can help us make sense of our eating behaviors.
Research in social science, psychology, and neuroscience has uncovered that cravings are deeply influenced by our environment, emotions, and social connections. This is why a biopsychosocial approach—which integrates biological, psychological, and social factors—is crucial in addressing cravings in a way that promotes sustainable well-being.
The truth about why loneliness fuels your cravings
Cravings don’t just emerge from hunger; they can be rooted in loneliness and a deep need for connection. Research suggests that social isolation can activate the brain in ways strikingly similar to food cravings.
Brain Activity
When we experience social isolation, brain activity increases in the inferior parietal lobule and occipital cortex—regions associated with rumination and visual processing. This means we may spend more time thinking about food and vividly imagining it, intensifying cravings.
Neural Reactivity
Social deprivation alters the neural pathways that regulate appetite, making certain foods seem more rewarding. This may explain why people living in isolation or loneliness often report stronger cravings for comfort foods, particularly those high in sugar and fat.
Craving Responses
This is pretty amazing: A study from MIT found that social isolation provokes the same midbrain responses as hunger. In essence, just as our bodies crave nutrients, our minds crave social interaction. This might mean that some food cravings aren’t about food at all—they’re about longing for connection. Addressing cravings requires more than just dietary changes—it calls for rewiring how we respond to stress, emotions, and relationships. In other words, a full biopsychosocial toolkit to navigate cravings in a way that nourishes both body and mind.
“People who are forced to be isolated crave social interactions similarly to the way a hungry person craves food. Our finding fits the intuitive idea that positive social interactions are a basic human need, and acute loneliness is an aversive state that motivates people to repair what is lacking, similar to hunger,” says Rebecca Saxe, the John W. Jarve Professor of Brain and Cognitive Sciences at MIT and senior author of the study.
The study highlights how the brain processes social deprivation similarly to food deprivation. Participants who experienced 10 hours of complete isolation showed heightened activity in the substantia nigra—a brain region linked to motivation and craving—when shown images of social interactions. Notably, this same region becomes active when a fasting person sees pictures of food.
This research reinforces that the need for social connection is hardwired into our biology. Just as hunger compels us to seek nourishment, loneliness pushes us to seek social engagement. When that need goes unmet, the brain signals distress, often manifesting as cravings—not just for connection but for anything that provides temporary relief, including food.
Stress & emotional eating
Stress, which might be caused by loneliness, as well as other socio-economic factors, is one of the biggest triggers for cravings. The brain seeks relief from anxiety and tension, often turning to food as a coping mechanism.
Emotional Needs and Cravings
Stress prompts the release of cortisol, a hormone that increases appetite and encourages the consumption of high-calorie foods. The brain essentially seeks a shortcut to relaxation—often through foods rich in sugar and fat, which provide a temporary mood boost.
Emotional Cues
External stressors—such as work pressure, family conflicts, or financial difficulties—can intensify cravings. Studies show that even seeing or smelling certain foods in times of stress can trigger a strong desire to eat, even when we’re not hungry.
Counteracting Stress-Induced Cravings
Unfortunately, controlling all of these stress-inducing factors might be beyond our reach, at least in the short run! But fortunately, research suggests that simple interventions—like taking a walk, stepping outside for fresh air, or engaging in mindfulness exercises—can indeed help disrupt the craving cycle. These activities provide an alternative coping mechanism, helping to regulate emotions without relying on food.
This is why The Mantra Method includes weekly meditation and breathwork recordings—to help shift the nervous system out of stress mode and reduce the intensity of stress-driven cravings. When we retrain our body’s response to stress, cravings naturally become more manageable.
Everything else you need to know
While social and emotional factors play a crucial role, biological and environmental influences also shape our cravings.
Hormones
Leptin and ghrelin, two key hormones that regulate appetite, significantly impact cravings. Ghrelin, the “hunger hormone,” stimulates appetite, while leptin signals satiety. Imbalances in these hormones—caused by poor sleep, stress, or diet—can drive intense cravings.
Memories and Conditioning
Many cravings stem from learned associations. If we’ve been conditioned to associate chocolate cake with birthday celebrations or popcorn with movie nights, these foods become deeply linked to pleasure. Over time, these associations create automatic cravings whenever we encounter similar cues.
Lifestyle Triggers
Simple aspects of daily life—lack of sleep, dehydration, or even being in a specific place at a certain time—can trigger cravings. Many people experience routine-based cravings, such as craving sweets after dinner or needing a salty snack during afternoon slumps.
Practical tips to disrupt the disruptor
Cravings aren’t just fleeting desires; they take up cognitive resources and can impair decision-making. Research shows that when people imagine a specific food vividly, they struggle with cognitive tasks. In one study, participants who were craving chocolate performed worse on memory and math tests than those who were not.
Interestingly, scientists have found that this relationship may work in reverse: engaging in mental exercises, like visualizing a rainbow or smelling eucalyptus, can actually reduce food cravings. This suggests that distraction-based techniques may be a promising tool for managing cravings in real life.
Traditional views on cravings focus primarily on willpower, but this oversimplifies the issue. Instead, cravings should be understood through a biopsychosocial lens—acknowledging the interplay between biology, psychology, and social factors.
Reduce Exposure to Trigger Foods
Studies show that limiting exposure to highly palatable foods can reduce cravings over time. This is because cravings often diminish when a food is not readily available, breaking the habitual cycle of reaching for it.
Identify and Manage Triggers
Recognizing patterns behind cravings—whether they stem from stress, boredom, or social isolation—allows for better self-regulation. Simple adjustments, such as drinking more water, improving sleep quality, or engaging in social activities, can help minimize cravings.
Replace Trigger Foods with Nutritious Alternatives
Substituting hyper-processed foods with whole, nutrient-dense options can help rewire our food preferences. Research suggests that eating whole foods promotes better signaling between the brain and gut, creating more stable hunger and satiety cues. Over time, this can shift our cravings toward more nourishing foods.
Cravings, rewired: Gain a biopsychosocial perspective
Cravings are more than just a desire for food—they are signals from our body and mind, often indicating unmet needs. Whether driven by social isolation, stress, or hormonal imbalances, cravings provide valuable insights into our emotional and physiological states.
Instead of simply suppressing cravings, a more sustainable approach involves addressing their root causes. By integrating social connection, emotional regulation, and mindful eating, we can reshape our relationship with food in a way that nourishes both body and soul.
This is why all of my offerings use a biopsychosocial approach—because true wellness is never just about what’s on the plate. It’s about how we live, connect, and care for ourselves every day.
If you’re ready to transform your cravings at the root, The Mantra Method gives you a 12-week roadmap to shift your patterns from the inside out. With expert-led webinars, breathwork, and tools to rewire stress and emotional eating, you’ll gain lasting strategies for food freedom and deep nourishment.
👉 Learn more about The Mantra Method and start whole person healing today!
Editor’s note: The information in this article, as well as all content produced and shared by Ivy Chan Wellness, including programs, memberships, and downloadables, are provided for informational and educational purposes only. They are not a substitute for professional medical advice, diagnosis, or treatment.
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