You see it there on the shelf--a chocolate-covered doughnut, a King-size candy bar, an “everything” bagel--and you know you shouldn’t have it. It’s not good for you, you’ll feel tired after you eat it, maybe get a head rush or jittery feeling, it might make you gain weight, but at this moment, right now, you want it.

It's incredible that junk food has this effect on so many of us. So what is it about junk food that makes us want it, crave it even, despite knowing that it is just what it claims to be--junk? Well, here are just some of the reasons:

• It tastes good
• You’ve had a hard day and deserve a “reward”
• Lack of time to prepare something healthier
• It makes you feel good initially and maybe you’re trying to use the immediate pleasure you get from eating it to substitute for other areas in your life that are lacking pleasure (loneliness, depression, anxiety, stress, hopelessness, etc.)
• It’s cheap (sometimes)

Now consider the following statistics in the U.S. alone:

• Americans spent $117 billion in obesity-related economic costs in 2003
• An estimated 300,000 Americans die each year from fat-related causes
• In 2000, Americans spent more than $110 billion on fast food alone
• Americans now spend more money on fast food than on higher education, personal computers, computer software or new cars.
• Americans spend up to an estimated $50 billion a year on diet and weight loss
• The food industry has a $30 billion advertising budget
• McDonald's reportedly spent $500 million on one ad campaign, while the National Cancer Institute spends about $1 million a year to promote eating five daily servings of fruits and vegetables
• Junk food advertisements target children as young as 3 years old
• Junk food marketers spent an estimated $15 billion in 2002 solely on marketing aimed at children

If you notice some irony in the above facts then you got the message. Obviously the healthy food message is no match for the advertising budget of the junk food companies, and perhaps most people are more swayed by ads than we like to admit. Further, children are being raised in a world where fake, processed foods are the norm. They drink soda and eat French fries regularly--there is even a neon-orange snack chip that will change your tongue to blue or green when you eat it.

How to Avoid Junk Food Temptation

The first step to avoiding junk food is to change your mindset, which admittedly is not an easy task--but it is one that can be done. Rather than looking at junk food as a reward that tastes good, try thinking of it as:

• Extra calories that won’t do your body any good
• Toxic and foreign substances that will, over time, lead to disease
• A concoction of chemicals and artificial flavors
• Not something to give to children, whose bodies are still developing and in great need of nutrients
• A waste of money
• Likely to lead to increased health care bills for you and your family

And instead of thinking of healthy food as not tasting good, think of it as food that will fortify your body with nutrients, boost your immune system, fight disease--even slow down the aging process. What stronger advertisement can you have than that!