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Incentive Salience in Addiction
The Incentive Salience theory of addiction attributes addictive behavior to sensitization of neural systems caused by repeated drug use that ultimately make the user “crave” the drug. Once a neural system has become sensitized to a drug, the drug becomes highly salient, or wanted and desired, by the user. Thus, increased exposure and repeated use results in the drug becoming increasingly desirable to the user. As the neural systems associated with wants and desires become continuously sensitized, drug-related stimuli has more control over behavior as wants/desires develop into cravings.
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