I truly believe, that as women, our hormones dictate a LOT of what we 'crave' - even when it's not necessarily TOM.
That said, I also believe that, as humans, our bodies are very specific in telling us what it NEEDS (and wants). I can actually FEEL my body when it is screaming for protein, or carbs, or something sweet, etc.
AND ... I also believe that when we "overdose" on certain foods, mainly junk food, it triggers the "can't get enough" gene and we continue going overboard. Which is why sometimes it really is better to stay away from our specific trigger foods altogether (I cannot - CANNOT - eat just "one slice" of pumpkin pie at Thanksgiving. Nope, can't do it!)