We are born with certain taste bud preferences. Also, foods influence brain chemicals. They affect our mood or behavior. Some complex carbohydrates, for example, can give us a sense of well-being. Proteins can affect alertness, attention, concentration and ability to learn.
Some foods offer a feel-good effect.
Cravings also are shaped psychologically through our experiences. If, growing up, we saw Mom get upset and start eating cake, or she gave us cakes and cookies when we were upset, we learned to associate these foods with feeling better. Occasionally satisfy a craving with a much smaller portion placed in a smaller dish. Take your time chewing and enjoy every bite. Put your fork or spoon down between bites.