The Science: What Cravings Really Are
Cravings feel like physical needs, but they're usually neurological patterns—learned associations between certain foods and certain feelings. Your brain has created a well-worn pathway: see chocolate → anticipate dopamine → urge to eat. Each time you follow this pathway, it gets stronger. This is called "incentive salience"—the brain marks certain cues as especially important because they predict reward. That's why a craving can feel almost painful, why the food seems to call to you.
Research shows that cravings aren't just about wanting the taste—they're about the anticipated relief or pleasure. Brain imaging reveals that craving activates the same reward circuits as actually eating. Your brain is essentially pre-celebrating, creating a powerful pull toward the behavior it expects will feel good. This is why willpower so often fails: you're fighting against a neurological system designed to override conscious intention.
Tapping works on cravings by interrupting the pattern at the neurological level. Research on EFT for food cravings (including a notable study by Peta Stapleton) shows that Tapping while thinking about a craved food can reduce craving intensity by 74% or more. What appears to happen is that the amygdala calms, reducing the emotional charge associated with the food. The reward pathway doesn't fire as intensely. The food loses its compelling quality and becomes just... food. You can take it or leave it because your brain is no longer screaming that you need it.
The chocolate experiment: A classic Tapping demonstration: hold the craved food, rate your desire 0-10, tap for a few minutes while focusing on the craving, then rate again. Most people report dramatic drops—often from 8-9 to 2-3. The food is the same; your response to it has changed.
Real Results
Cal
"Got rid of my sugar addiction in 5 minutes. I've bought your book for a couple people and suggested it to several more. Keep up the good work."
Cal's experience demonstrates how quickly Tapping can work on cravings when you target them directly. A 25-year pattern dissolved in a single session—not through willpower, but by addressing the craving at its neurological root.
Carole
"My cravings are down significantly from what they were. I think I want something, and all I have to do is think about Tapping and my goals and for some reason, that in itself works. I am so impressed by how positive I feel."
Carole discovered something remarkable: even the thought of Tapping began to reduce her cravings. This suggests the neural pathway was being rewired—the old craving response was being replaced by a new, calmer response.
Sabine
"The really big thing: I can eat chocolate now and enjoy it, no more munching like a maniac. One piece is nice, but it doesn't kill me if I can't have more."
Sabine's story illustrates the goal of Tapping for cravings: not deprivation, but freedom. She can still enjoy chocolate—the difference is that she's in control. The compulsive quality is gone, replaced by genuine enjoyment without the desperate need for more.
The Craving Protocol
Get specific: Tap on the exact food, not "junk food" in general. Hold it, smell it, visualize it while Tapping.
Rate before and after: Notice your craving level 0-10, tap, then rate again. This builds evidence that it's working.
Tap in the moment: When a craving hits, that's the best time to tap. The neural pathway is active and can be interrupted.
Reduce Your Cravings Now
These sessions target specific food urges and eating patterns.