Mind/Body Relationship and Weight Loss

It's a lot easier to maintain weight than it is to lose. When I decide to try for 5 lbs I try to focus on more water and vegetables but with this raised consciousness to food I find I crave things I don't normally crave because all of a sudden I'm trying to cut them out of my diet. Why does our mind/body relationship do this to us? If you have or are trying to focus on healthier living or weight loss, how do you manage your mind/body duality?