If you’re looking to lose weight, it’s okay to think about eating your favorite candy bar. In fact, go ahead and imagine devouring every last bite — all in the name of your diet.

A new study by researchers at Carnegie Mellon University, published in Science, shows that when you imagine eating a certain food, it reduces your actual consumption of that food. This landmark discovery changes the decades-old assumption that thinking about something desirable increases cravings for it and its consumption.

Drawing on research that shows that perception and mental imagery engages neural machinery in a similar fashion and similarly affect emotions, response tendencies and skilled motor behavior, the CMU research team tested the effects of repeatedly imagining the consumption of a food on its actual consumption. They found that simply imagining the consumption of a food decreases ones appetite for it.

“These findings suggest that trying to suppress one’s thoughts of desired foods in order to curb cravings for those foods is a fundamentally flawed strategy,” said Carey Morewedge, an assistant professor of social and decision sciences and lead author of this study. “Our studies found that instead, people who repeatedly imagined the consumption of a morsel of food — such as an M&M or cube of cheese — subsequently consumed less of that food than did people who imagined consuming the food a few times or performed a different but similarly engaging task. We think these findings will help develop future interventions to reduce cravings for things such as unhealthy food, drugs and cigarettes, and hope they will help us learn how to help people make healthier food choices.”

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