Before I began SparkPeople I hadn't felt real hunger in years. After I started Sparkpeople I have felt a little hungry (at times) every single day. The first few days I confused "Hunger" with "Dying", it was that unfamiliar and uncomfortable for me. But I am losing weight, so now I am beginning to associate the feeling of hunger with the knowledge that I am choosing a new outcome. Now I'm proud of myself for allowing my tank to get empty before filling it up again, I feel much more in control now.
For me, the most difficult time is right before falling asleep. Now when I am trying to sleep and feeling hungry I think ahead to the following morning, and how proud I will feel if I resisted temptation the night before. It doesn't help the hunger go away, but it helps me resist eating and fall asleep.