Oh boy, do I understand what you mean. My husband is baffled as to why I would eat when I'm already full. I say, "Because it tastes good." But he still doesn't get it---which is why he has never been overweight.
Water doesn't help me either. The only thing that sometimes works is having the willpower to wait a few minutes. I find that my cravings come in spurts. I have a tremendous urge for something, but often if I work through that urge (especially if I can actually remove myself from the vicinity), the craving will pass. So, if I'm in line at Starbucks, I may have a major urge for a cookie. If I can just order my coffee and leave without getting that cookie, though, my craving usually passes within few minutes.
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