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This coordinated brain response is a major reason that dieters find weight loss so hard to achieve and maintain. For example, men with severe obesity have only one chance in 1,290 of reaching the normal weight range within a year; severely obese women have one chance in 677. A vast majority of those who beat the odds are likely to end up gaining the weight back over the next five years. In private, even the diet industry agrees that weight loss is rarely sustained. A report for members of the industry stated: “In 2002, 231 million Europeans attempted some form of diet. Of these only 1 percent will achieve permanent weight loss.”
The trick to keeping your appetite in check is avoiding foods that make you lose control. That's tough to do when you're surrounded by mouthwatering choices everywhere you go, but Stice says that a technique called mindful resistance can help. "If you're tempted to have a scone with your coffee at Starbucks, instead of thinking about how delicious it will taste, tell yourself you'll get health benefits such as a smaller waist or a healthier heart from not having it," he says. "Doing this actually changes your brain by strengthening the area that helps you resist things and weakening the region that makes you think of treats as a reward."
The sad truth is that conventional ideas – eat less, run more – do not work long term. Counting calories, exercising for hours every day and trying to ignore your hunger? That’s needless suffering and it wastes your time and precious willpower. It’s weight loss for masochists. Eventually almost everyone gives up. That’s why we have an obesity epidemic. Fortunately there’s a better way.