Breaking the Food Seduction: The Hidden Reasons Behind Food Cravings—And 7 Steps to End Them. Got your attention? Yes, there really are reasons for why you crave cheese, chocolate and other foods. It may seem like they’re winning the battle–but that’s because we’re fighting it in the wrong place. As physician and leading health researcher Dr. Neal Barnard explains in his book and in this interview, banishing these cravings is not a question of willpower or psychology–it’s a question of biochemistry.