Food as comfort
Food and eating are basic human needs and often are a form of comfort and enjoyment. For example, a crying baby is usually offered warm milk. Depriving ourselves of food, comfort or enjoyment can be emotionally difficult.

Food in social settings
Food is often associated with many social occasions, eg: going out to dinner or a BBQ. People who are dieting often avoid social situations leading to isolation and loss of support.

Food and family
Many family gatherings are structured around food. A person who is on a diet may avoid meal times or family occasions, again leading to isolation and loss of support.