discussion about cravings, physical dependence, and addictions. It has always been assumed in addictions research that cravings are straightforward chemical events. That is, drugs and alcohol are chemically constituted in such a way that, when habitually used, they create a profound physical dependence that defies resistance. Yet there has always been contrary evidence. For example, many people who stop cold turkey do not experience serious withdrawal and physical cravings. The most frequently cited