I'm same as you! Eating = pleasure, comfort, distraction, etc.
I tell myself, "wait 5 minutes and see if you still feel like eating" - this seems more tolerable than "you're not hungry, you can't eat!" then when the 5 minutes are over, I say, "well, wait 5 more minutes" etc., until either I have built up enough 5 minuteses that I know I can withstand the urge to eat, or I can tell I'm actually hungry, not just emoting, and then have a healthy snack.
Other tips for not eating (or for waiting out the 5 minuteses!): Drink a glass of water to feel full or in case you're actually thirsty.
Change position to distract your body - if you're sitting on the couch reading, get up and go sit in a kitchen chair or on your bed. Take a little walk. Go get the mail. Load the dishwasher. Even if you end up eating, at least you burnt a couple calories!
Find a replacement activity to distract your mind - new channel on the TV, different book, phone call, chores, whatever it takes to engage the part of your brain that's prompting you to eat.
I'm all about the five minute battles. I backfire on myself if I say "YOU WILL NOT EAT UNTIL DINNER TIME" but I can do really well hanging on
just a little longer. Carrot and stick, baby! (Just make sure, if you get there, that you eat a carrot and not a cookie