I am an emotional eater. However, if I stop myself before I reach for food and ask, "What am I really feeling?" The answer is seldom hunger. Usually I am bored, angry, sad, lonely, helpless, or even happy. "I deserve this" is a lie I tell myself because what I really deserve is to be healthy.
Sometimes just naming the feeling and acknowledging it, without imposing additional guilt on myself for feeling it, is enough to help me put down the food.