Landmark Addiction Study Finds People Underestimate Power Of Drug Cravings

... A novel experiment conducted by Carnegie Mellon University Professor George Loewenstein and colleagues may explain why people try a drug, such as heroin, for the first time despite ample evidence that it is addictive. The results of the study, which are being published in the Journal of Health Economics, reveal that even longtime addicts underestimate the influence that drug cravings have over their behavior. ...