Hmm, I use it and I don't use it. Usually I don't forbid myself any foods; usually, too, they're not interesting enough anyway for me to eat them when given the choice, so I suppose it's part of the "I'm allowed to, so it loses its appeal" contradictory mentality. But when it comes to health reasons, e.g. lactose intolerance, telling myself "I can't drink milk or I'll be sick" won't send me bingeing on milk. (Well, alright, "not being obese" is also part of health reasons. I don't really know how to explain it better, sorry.)
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