i agree that it is in your mind I have been on ediets for a long time and have had to learn the difference between hunger and just, I don't know eating for pleasure I guess. That is one thing I have really used throughout the Master-Cleanse and this is my 7th day. No cheating at all. before I started I was incredibly excited b/c I wanted to get into the fruit/veggie/nut/berries thing but after I started I found I had all these cravings for things like cheeseburgers, lamb, mashed potatoes, bread OH THE BREAD, fresh figs the first day actually which I haven't had in like a year! everything. but I never was actually hungry. I just wanted. I find it really important, especially premenstraul-ly to distinguish between the two.