Incentive Salience and Cravings in Recovery
Incentive salience offers a good explanation for why people continue to experience cravings even after they have become sober. This theory suggests that the forces that drive an addiction are hidden in the subconscious. The reason why people behave in an addicted manner is that their brain has developed an association between the addictive substance and reward. Even when people have become sober it can still take a long time for this subconscious connection between the two to fade. This is why the individual may continue to have cravings long after they have become sober. These urges to drink occur because of changes in brain functioning caused by substance abuse and so it does not always mean that the individual is currently doing anything wrong.
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