The brain registers all pleasures in the same way, whether they originate with a psychoactive drug, a monetary reward, a sexual encounter, or a meal. The release of Dopamine is the chemical reason that the brain associates pleasure with things like eating disorders, sex or completing a difficult task. The likelihood that the use of a drug or participation in a rewarding activity will lead to addiction is directly linked to the speed with which it promotes dopamine release, the intensity of that release, and the reliability of that release. While Dopamine may initially be responsible for activating the brain’s reward systems, it can also hijack the brain, forcing it to go through a series of changes, beginning with the recognition of pleasure and ending with a drive towards compulsive behaviour. Research shows that when one’s pleasure system becomes habituated to liking something, even in the absence of dopamine, the brain still craves said substance. This is the why an individual caught up in addiction will sometimes say that even though they no longer derive pleasure from using, they still feel a compulsion to use.
Cravings are therefore a common occurrence, especially in the early stages of recovery. Strong urges to drink/use can be triggered by internal states (thoughts, emotions – positive and negative) or external objects, situations, music, places or people. Cravings are usually the strongest in the beginning stages and they generally wane over time.
Factors that Affect the Duration of your Cravings
Alcohol/Drug cravings are a unique experience for each individual and will depend on many factors such as:
Amount of alcohol/drugs consumed
Frequency of drinking/drug use
Length of alcohol/drug use
Physical, emotional and mental health
Stress
Available support system
Personal beliefs surrounding alcohol/drug use
It is best to avoid triggers, but some triggers, such as stressful life events, are unavoidable. The best defense against a craving is having a plan in place. This prevents you from being blindsided by a craving's intensity and gives you a sense of control over the situation. Cognitive Behavioural Therapy (CBT) has been found to assist people in coping with cravings. CBT's focus is to change negative thoughts that could lead to a relapse.
Recovery is a process, so it is important not to give up if you relapse. “Rewiring of the brain requires setting new goals and practising the healthy pursuit of reward while the brain is creating new pathways”, Dr David Smith, co-author of Unchain your Brain.