Sarah, it's a great question. There are tons of answers and an even greater number of books and articles that you can read on this topic. But what really matters is how you can fix it.
Here's what's true for me. An experience (like not fitting into clothes when I thought I would) makes me feel bad. I don't like that and want to feel good, so I do what has been my go-to activity for feeling good in the past: eating.
Another reason: An experience (like not fitting into clothes when I thought I would) makes me feel bad and my perfectionistic inner critic (who is truly evil) starts chattering away in my head, making me feel worse. I want to shut her up, so I eat. Like alcohol for an alcoholic, food has the ability to make me forget and be in the moment.
The solutions for me? Find something ELSE--preferably something healthy, energizing, and beneficial--to make me feel good. Possibilities include, but are not limited to:
- going shopping for things that make me feel pretty but aren't sized, like purses, scarves, etc.
- going shopping for clothes that make me feel small--like shopping at Lane Bryant when you're at the bottom end of their size scale, or shopping for the "shape" jeans at Fashion Bug (where I'm a size 2!
)
- going shopping at an upscale store (like Nordstrom's), where the sizes run bigger, to remind myself that the size number is NOT an absolute!!!
- going for a walk, hike, jog, etc.
- taking a yoga class
- reading a book
- buying a treat that isn't food oriented, like a magazine
- talking with a friend
- posting on here
- seeing a movie or renting a DVD
- playing games online
- e-mailing or skyping with friends
- having coffee with a friend
- spending time outdoors
- gardening
- getting a manicure or pedicure
- doing craft projects
- dancing like a nut to music in my living room
As for the forgetting, as much as I want to do that, I know it's not the best thing. I need to face those feelings. First, I do a trick I learned from SARK and send my evil inner critic off to a far corner of the globe to do an endless task (like go to Siberia and shovel snow with a teaspoon).

Crazy, but it works! Then I take time to considerately focus on my feelings and work on them. Technically, I should journal, but I don't always get to that.
You might also try reading
this article. It has two really great techniques that might help.
Most importantly, give yourself a big hug and forgive yourself. As Geneen Roth says, overeating isn't something to do with a lack of willpower. We're trying to fix our problems the best way we know how at the time. We're learning and growing and getting better at handling things. One day, your instinct will be to do healthier things to help yourself feel better. In the meantime, do 3-5 days of Phase 1 to get rid of the McFlurry cravings, and celebrate the things you've learned!
