Researchers are still trying to understand the brain mechanisms that create this craving that is so dominating for those who are addicted. We know that drug and alcohol consumption produces highly pleasurable affects. These affects can be much more enjoyable than the pleasures that humans experience in their everyday activities such as relishing a good meal, appreciating a valued friend, doing a job well, enjoying sex, playing sports, achieving a goal, etc.
However, those afflicted with addictions continue to seek after the ‘highs’ of drug or alcohol consumption even after these pleasurable affects are no longer possible. Therefore, addiction pleasures are not the only reason that their cravings exist.