the Incentive Sensitization Theory

The Incentive Sensitization Theory explains addiction by suggesting that repeated drug use makes the brain’s "wanting" system hypersensitive, or more finely tuned, to drug-related cues. This heightened sensitivity increases cravings and desire for the drug, even if the pleasurable effects (or "liking") diminish over time. Essentially, the brain becomes overly responsive to triggers associated with the drug, leading to compulsive drug-seeking behavior despite negative consequences. This theory highlights that addiction involves changes in motivation and attention toward drugs, driven by sensitized neural pathways, rather than just physical dependence.