There’s good reason for that. We get food cues all the time, from the outside world and from inside our brains, and the message isn’t, "More kale chips." It’s an uphill battle, and it helps to understand that. It also helps to realize that saying no involves more than trying harder. "It’s not about willpower," says Kathy McManus, director of the department of nutrition at Brigham and Women’s Hospital. "It’s about developing skill sets."

It takes intention, awareness, and planning, and the end result is turning eating from an act of pure consumption into one of enjoyment. But before doing anything, it’s good to start by asking…

Why do we eat when we’re not hungry?

It could be out of joy, but chances are it’s because we’re anxious, stressed, mad, tired, sad, bored. With these emotions perceived by the body as chronic stress, the brain releases cortisol, which can stimulate the appetite, says Dr. Lilian Cheung, a lecturer at the Harvard T.H. Chan School of Public Health’s department of nutrition. As a result, we may turn to food.

Rarely is it cauliflower. The science of cravings is complex, but we’re often seeking salt, fat, and/or sugar. These hyperpalatable foods stimulate the release of dopamine, which can initially make us feel good and keep us wanting more, but "reaching for foods that comfort us may become habitual," she says.

Adding to the challenge? These snacks are seemingly everywhere in easy-to-carry, easy-to-eat containers and bags — in aisles, on racks, and, hey, look, waiting at the checkout line. That’s not an accident, Cheung says: companies pay a lot of money to place their craveable products within reach.

So what can you do?