Craving

If craving were a person, he or she would definitely be from the wrong side of the tracks. Probably tattooed. Maybe a smoker. Definitely a drinker. A little bit slutty. A silver-tongued devil capable of talking you into doing all kinds of things against your better judgment. Someone your parents would have warned you—in the strongest terms—not to hang around with.

You try to stay away—to be good. But craving is just too hard to resist. Eventually you give in, and it feels so good in the moment, but you always end up hating yourself the next morning. You really want to break up with craving, but you can’t.

At least that’s the perspective many people appear to have about craving. Craving is associated with wanting things that are “bad” (unhealthy, illegal, dangerous, or excessive) or with being out of control. The logical result of this view of craving is to attempt to squash it, eliminate it, beat it in to submission: to conquer it.

What Is Craving?

The best definition of craving I’ve come across is a strong wanting of what promises enjoyment or pleasure.

Essentially, craving is wanting or desiring something. Wanting is driven by dopamine in your brain. But the neurons that respond to dopamine are interspersed with neurons that respond to opioid and cannabinoid neurons that provide the experience of pleasure (liking). In a sense, the brain likes to want, which is why, according to psychologist and neuroscientist Kent Berridge, “we are hardwired to be insatiable wanting machines.”

So even if you could do it, it makes no sense to try to break up with craving. Your life would be so much less enjoyable. But you can minimize your cravings for some things by cultivating cravings for other things.

We often think of desire and the objects of our desire as inseparable. We think it is the indulgence itself—the luscious ice cream, the rush of nicotine, or the flood of coins from a slot machine—that motivates us. To a greater extent, however, it is the expectation of these rewards, the luxurious anticipation of them, that fires up our brains and compels us to dig in, take a drag, or place another bet. —Chris Berdik, Mind over Mind

The unconscious part of your brain (System 1) is always looking for—expecting, craving—the next reward. Untrained, it will go for the most immediate, readily available source of pleasure. Craving is persistent and hard to resist. So applying willpower to avoid indulging in that pleasure, whatever it may be, is an ineffective strategy.

Rejigger Your Pleasure Experiences

“Pleasure is a potent driver of behavior,” as Anjan Chaterjee says in The Aesthetic Brain. But:

Our cognitive systems can reach down into our pleasure centers and rejigger our pleasure experiences.

Rejiggering our pleasure experiences is an essential component of long-term behavior change. You can’t stop your brain from craving, but you can redirect its path from one pleasurable or rewarding object to another. You can only train it to respond to a different reward, however, if it actually craves that reward.

Yes, craving sometimes goes too far in the pursuit of pleasure. Makes you want things you don’t want to want and do things you don’t want to do, at least after you’ve done them. But craving also drives you to take action to get what you want. Craving motivates you to learn and create and expand…to modify your behavior…to effect change in the world…to experience beauty. Craving is frequently misunderstood—but definitely worth the effort to get to know.