What stops us asking for help when we need it? how to move past it?

Because there are two different systems in your brain, designed for different purposes and evolved in different environments. Your reptile brain wants you to eat, and doesn't care if you don't stop; your Wall Street brain wants you to not eat too much, and only salad. The voices will always quarrel. The only thing you can do, is to make the life of your Wall Street brain easier, by being well fed and relaxed - eat a healthy diet, eat food you like, avoid unnecessary stress, get enough sleep and rest, maybe meditate.

Reptile brain is often used for the "lower/primitive" layers of the brain, it's called monkey brain too - "Wall street brain" was something I just came up with (I think it sounds silly but I couldn't remember what it's usually called ), but it's more or less the prefrontal cortex, the areas that are responsible for planning, language and judgement. I have read so many articles and books about it, it's hard to recommend specific things, or even remember - what I focus on, changes, because my needs change - I usually surf for information, google any new or interesting terms and the one leads to the other. Every author has his or her own approach, so you have to be a bit critical when you read. But if you start with some of these names, you will get may good ideas: Brian Wansink, Mark Schatzker, Marion Nestle, Michael Pollan, Isabel Foxen Duke, Ellyn Satter, David Aaron Kessler, Allen Carr, Eric Schlosser, David L. Katz, Michael Moss, Gillian Riley, Doug Lisle, Kris Gunnars, Yoni Freedhoff, Kelly Brownell, Susan Peirce Thompson, Melissa McCreery, Kathryn Hansen, Paul McKenna.